Simple. Everyone standardizes on the same OS (Linux, or maybe Windows if you want .Net or MSSQL) and the same infrastructure (EC2 or equivalent). Then you run y

Simple. Everyone standardizes on the same OS (Linux, or maybe Windows if you want .Net or MSSQL) and the same infrastructure (EC2 or equivalent). Then you run your apps on there. Facebook and Twitter are becoming infrastructure too (or at least, their login systems are), but not necessarily profitable ones. Sure, they'll tell the advertisers that I'm a left-handed avocado farmer in New Orleans, but it will be the content providers who'll know when I'm looking for a book of funny kitten jokes