5G promises to be a game changer for the extended connectivity-based value chain, encompassing a much broader set of digitalized industries than previous solutions. By reshaping competition among market players and among technologies, it changes the trade-offs underlying the application of the non-discrimination principle. In this paper, we provide a unified view of the implications of these technological developments for four instantiations of this principle that span the entire digital value chain: non-discrimination in FRAND licensing of standard-essential patents (SEPs), vertical separation remedies, network neutrality and technological neutrality. We conclude that overly rigid and non-technology neutral interpretations of the non-discrimination requirement would be at odds with technological evolution and would be incompatible with the objective to maximize the overall value of digital networks.