Comment by Twirrim

I don't think this is where you were going with your comment, but I'll mention this just because you're somewhat adjacent to a routine mistake in business:

Uber is a people delivery company, but they've had a lot of bright engineers working for them on their infrastructure and software over the years, and that work has rippled out through the industry.

Amazon (in VMWare's words) is "a company that sells books", and their leadership couldn't accept they were losing to them ("I look at this audience, and I look at VMware and the brand reputation we have in the enterprise, and I find it really hard to believe that we cannot collectively beat a company that sells books.").