...which is why none of the best software is a product or a service. The best software is always a tool, made by people who have a problem for people who have that problem.

Occasionally the business types come along and make it worse by turning it into a product or a service. Other times they make bad products and bad services from scratch.

The people in this story are focusing at the wrong layer (as are many of us). They need to stop trying to sell ovens and start trying to sell baked goods. Maybe once they're good at that, they can also sell whatever oven they came up with along the way.