It's because integration and disintegration is all cyclical, as per Clayton Christensen (Innovator's Dilemma fame). When you have a new type of product you need

It's because integration and disintegration is all cyclical, as per Clayton Christensen (Innovator's Dilemma fame). When you have a new type of product you need integration to squeeze all of the performance out of it. When the industry is mature, you need to disintegrate it so benefit from outsourcing, economies of scale, customization features for customers, etc. Of course the devil is in the details, so you have to figure out when to do that exactly. Do it too early and it could be your downfall. Do it later, and the same could happen.