Ask any giant company that's been disrupted by a startup: money does not buy taste, or quality, or core competence. It can help, if leaders understand those things.

Apple is ultimately a hardware company that's so good they can monetize software and services. But they are not really a software company, or a services company. I think Ternus' promotion recognizes that: software and services are worth a lot of money, but they're value adds to hardware.