Dare Obasanjo ponders about: SOA, AJAX and REST: The Software Industry Devolves into the Fashion Industry .
I absolutely understand the frustration expressed in Dare's post. An additional comment from my perspective is that this devolution has been in motion for a while and it is an integral part of the Misinformation and Disinformation based marketing strategies of many companies.
Misinformation and Disinformation only work when the target audience is apathetic (unfortunately the sad reality to date!). The bad news for marketing strategies that assume perpetuation of the aforementioned apathy is that the Internet is fundamentally reducing the cost of knowledge acquisition; by implication today's naive customer is tomorrow's knowledgeable decision maker. Vendors have a choice: build valuable products, and then market these products by disseminating knowledge. If a competitor's product is better than yours, get back to the labs (developers are actually stimulated and motivated by constructive challenges; especially as any developer worth his or her salt intrinsically believes they are the best at their craft deep down; and so they should!).
In the imminent future (Internet time) I expect to see the Wikisphere, Blogosphere, and other Web 2.0 (and beyond) realms bring clarity to the futility of Misinformation and Disinformation based marketing and PR (see my post about the Wikipedia induced inflection on Marketing and PR ).
BTW -- Does anyone know what's the difference between an ESB and a Universal Server? Likewise, the difference between a Virtual Database and an EII solution?