They are not selling it to you, but "public sector services". It's effectively the national government telling the various bureaucracies "hey, we got this cool service over here, easy to use and probably cheaper than what you are doing - give it a spin maybe?"

In more "Napoleonic" countries the State would just mandate adoption and you'd never know it, but in the UK the public sector is awfully balkanized, so there is a need for public marketing.

> awfully balkanized

What does this phrase mean?

> Balkanization is the fragmentation of a larger region or state into smaller regions or states, which may be hostile or uncooperative with one another. https://en.wikipedia.org/wiki/Balkanization

Applying this to a government you will have one where you have a lot of separate agencies that are hostile, uncooperative, and don't want to follow any unified standards.

Which means it is not an accurate description as most agencies are not hostile to one another or uncooperative, its just that they are independent and have (sometimes) competing goals. They have no requirement to work together, but some are realising that there are benefits to doing so.

You can read that sentence in Sir Humphrey Appleby's voice for top comedic effect.

Jim Hacker would have probably replied "So you're telling me they are not playing against each other, except when they are playing against each other...?"