Has no intrinsic competitive advantage Sure it does. You're just thinking about "cost" only in terms of money. In order to use a piece of software (and use it

Has no intrinsic competitive advantage Sure it does. You're just thinking about "cost" only in terms of money. In order to use a piece of software (and use it well) you need smart people, time, the right kind of infrastructure, and the knowledge that it's actually worth using.