>This leaves out agencies where software is seen as just an operational department and developers just have to endless do 'transform Photoshop in css+html' stuff.

I worked at a web agency before so I know how that is. If software is just a means to an end, what are they exactly selling if not software? Websites as a service, perhaps, but that still doesn't support the business model that focuses on hourly billing, that puts a perverse incentive for developers to produce less satisfactory results.