That one.
(I work on a vertical solution for IoT-driven data science in the facility management sector.)
This is the main problem with the article IMO.
Many IIoT technologies and platforms will be used across vastly different industries. Others will be industry-specific. As they always have, industry-specific vendors will integrate industry-specific elements with more "scalable" elements to provide complete solutions for specific customers.
OTOH, every complete IIoT solution will be bespoke. Sales, marketing, and integration will not be scalable.
This is what Palantir learned, and what Oracle semi-avoided in their positioning:
Your scalable solution is worthless without last-mile integration, and that integration is always bespoke.
Is the IIoT pushing for interface standards, a la SQL?
That would seem the main way to scale and extract the kind of revenue they're looking for. Create a standard (and therefore market) for smaller fish to perform the integration, such that it lifts the data up a level and products can be built that operate against diverse sources.
Yep. And always has been.
Spreadsheets are a great metaphor for this ... or an artist's canvas. They're both capable of amazing things being done on/in them ... but only with the application of custom effort.