IBM moved much of their business to that where it's about services + their own tech. Many firms used 4GL's or other productivity boosters to deliver more deliverables to customers for same or reduced price. Sun had a neat language for web apps called DASL that they didn't publish since they used it internally for customers they delivered sites/apps to. Google and Facebook develop a lot of software that could be products in themselves just to improve their real stream of revenue from advertisers. Android is a prominent one where they practically give it away to get the ad money from their built-in apps. I developed a mental list of tools and tactics to knock out a large swath of vulnerability in systems and networks that people would only get consulting with me. And so on and so forth.