The SOA spin cycle is now churning at full speed, generating significant froth in the market with regards to tooling, consulting, and support for helping to make SOA a reality for most firms. Many end users find themselves lost in all this turbulence, bobbing from one vendor's SOA marketing pitch to another, confused between different implementation and architectural approaches to making SOA work, leaving them dizzied, dazed, and confused.

Recently, ZapThink highlighted (and bemoaned) the fact that too much of the conversation around SOA today was really a conversation about SOA infrastructure – focusing not on the architectural part of making SOA work, but rather on the plumbing of getting Services to communicate with each other.