Truth be told, I can't believe the unsophisticated approaches many vendors have when selling their product. Indeed, I'm taken aback weekly by a vendor pitch that just does not flatter their technology, perhaps even making them take a few steps back in my book, and perhaps in the opinions of their customers.

Core to this is the fact that many SOA vendors can't explain their own product, or the core problems it solves. They do know how to list buzzwords they think will "wow" their prospects and existing customers. However, in many cases, the customers become further confused or, worse, don't even get the core concept behind the product, not to mention SOA.