SOA is not differentiating, Cloud Computing is

Merely putting SOA into your proposal or as a stated capability is no longer going to be a “deal clincher” or a key “business differentiator”. The counterview I hear practitioners in SOA will say is that SOA is not just the standardized service practices but is also how the services can be identified that are differentiating. But that’s the rub. If SOA treats every requirement or design as a service problem, where is the difference?