While a nuclear agreement between Iran and the P5+1 is a diplomatic breakthrough, there has also been a massive realignment of investment and infrastructure targets across the Middle East that has been in process for many months, if not years, in anticipation of this week’s announcement. Iran is open for business and many of the good opportunities, as one financial advisor put it, had been “locked up” well before July 14. Sanctions were an effective tool to create a forbidden fruit, in some ways, stalling economic growth and diversification in Iran, creating a heavy state presence in the economy, but also creating a cultural hunger for many of the consumer products and experiences readily available in the Gulf and the West. Iranians have not been behind an iron curtain, thanks to a media revolution that has been less effective at bringing about political opening, but extremely effective at mobilizing a captive, educated middle class population to imagine what their lives could be like in a post-sanctions moment. They are ready; perhaps the Gulf and the West are not.