Moving to the next level of semantics marketing
Shortly after coming back from SEMTACHBIZ in Berlin 2 weeks ago I had a Deja Vu experience. I almost grew up with databases from the hierarchical and network databases over relational and so on. I remembered that in the 80ies, software marketeers (I was one) pushed heavily along these lines: "You should buy this product because it is based on relation technology!" These days people would think you are crazy. But if the customer asks "Is there a relational database inside?", the answer is, "but of course there is".
Let us move from selling solutions because they are semantics based to selling them based on their business benefits. And if somebody asks, whether there is semantics inside, the answer is "but of course there is, what else?".