I think that is a pretty grim outlook on Qualtrics. They are definitively a tech company, as they provide a technology which is not only useful, but differentiated. If you believe that survey==web form, then yeah, it doesn't seem like a lot, but, if you think survey==research tool, with randomization, experiments, SPSS file export, recoding, loops, panel provider integration etc. and you don't want to write code because your job is to produce data not databases, then qualtrics seems like a very nice piece of software.