I do see what you are saying, though I think a lot of what they say makes somewhat more sense if you are familiar with their consulting "bubbles" and the langua

I do see what you are saying, though I think a lot of what they say makes somewhat more sense if you are familiar with their consulting "bubbles" and the language used within them. But the problem exists even on a concrete technical level. Look at how many different "big data" products are out there. The Apache project alone has probably 15 different tools that largely overlap.