“…However, this is likely to be an oversimplification as generation of only a few second messengers by over 800 GPCRs and a plethora of different ligands appears insufficient to explain the complex signalling and vast range of different physiological outcomes that are observed both in vitro and in vivo. Recent studies have revealed the importance of the texture of the initiated intracellular signal in controlling unique physiological outcomes, including both spatial (i.e., subcellular compartmentalisation of the signal) and temporal (i.e., changes in the signal over time) properties (Calebiro et al, ; DeFea, ; Godbole, Lyga, Lohse, & Calebiro, ; Irannejad et al, ; Irannejad et al, ; Kotowski, Hopf, Seif, Bonci, & von Zastrow, ; Mullershausen et al, ; Nikolaev, Bünemann, Schmitteckert, Lohse, & Engelhardt, ; Tsvetanova & von Zastrow, ; Wehbi et al, ). These shifts in the way we understand canonical GPCR activation and downstream signalling are already opening exciting new avenues for drug discovery (Jensen et al, ; Jimenez‐Vargas et al, ; Yarwood et al, ).…”