This might be a phase an industry goes through. You start out experimental, get a breakthrough, and while the industry is young, margins are high, everyone is developing new things, and companies worry about avoiding obsoletion. Then there is a transitional phase where companies figure out how to make a good product, breakthroughs become tweaks, the products are more similar, and competition is about quality and price. Then, everyone knows how to make the product, there's a best practice that really is the best practice, and the product is a commodity.<p>It looks like some parts of the web business are becoming simpler and more akin to commodities.