What do you call it when you try to simultaneously optimize and commoditize something? It’s a kind of categorical canonization. Like trying to make the best basic toast. St. Toast.
A lot of v-commerce seems to be driving towards that. Define the category with the best unbrand.
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Sounds like the public cloud providers to me -- commoditising IT infra to lower adoption barriers, while at the same time using their scale to improve reliability, resilience & flexibility

