A lot of startups in general are just wrappers over something. The reason for that is that people on average (not "an average person", it includes all of us) have many out-of-their-scope issues and aren't even aware of something generic that could help solving it. Dividing a common [al]mighty resource into hundreds of packaged solutions and marketing them separately is how people get hold of the unknown. They then can choose to migrate to a root tech/resource, or to stay where they are for various reasons.