First off, their technology is neither cool nor
unique. SOAP is nice enough, but it's pretty weak. All
this shit about "once everyone uses X, everything will
work together" is like saying believing that once
everyone adopted TCP/IP, everything would work
together.
Well, unlike this crap that's coming out
now, everything does use TCP/IP, and you know what,
I still can't go to www.tvguide.com and click on my
favorite shows and have my TIVO record them for me any
more than I can quickly and easily send hate mail to
all these morons writing about how shit is going to
"revolutionize everything."
Not that some of this stuff won't be used, and things
won't get better, but it took, what, 15, 20 years? for
TCP/IP to make it so I can ping your computer, I
highly doubt that SOAP is going to mean my toaster
will email me when my toast is ready by next June.
Which is to say, it's a well done protocol for interop between systems, but a protocol alone isn't going to do much for you.