Integrated business processes now routinely span multiple systems and even enterprises. This raises the question of how these processes should be coordinated. In our experience centralized orchestration solutions often fail to deliver the promised benefits. They are costly to implement, and because they maintain application state on behalf of many consumers, they are often difficult to scale. This has lead us to prefer service choreography, where independently distributed participants collaborate according to an application protocol. Using the Web as platform, hypermedia-driven application protocols allow us to implement integrated business processes that are easy to evolve and easy to scale.