This is partly a side effect of tech becoming so big, it's segmenting into products vs services. For example, Tinder isn't directly selling software to anyone,

This is partly a side effect of tech becoming so big, it's segmenting into products vs services. For example, Tinder isn't directly selling software to anyone, it's selling a dating service that runs exclusively on software. You could say the same about Facebook, what software is it selling directly to consumers? None. It's selling a social network service to its users and an ad network service to its clients, built entirely on software.