Apologies if that sounded too cynical. I didn't mean that the general argument sounded "sales-ey", just that a CTO writing about how their company's implementation is better is not taking a thousand-foot objective view of the upsides and downsides.

In this case, I do think 1.0 and 2.0 are flawed names that imply one supercedes the other, when really it's a choice between scalability to levels most companies don't need at the cost of complexity most companies don't want.