Some parts of this trend worry me. For instance, Under Armor buying MapMyFitness. People will still buy Under Armor products even if they don't have the post-purchase technology connection. How exactly does owning the app that many people use to log their fitness data help the company that makes the clothing? Are people commenting on MapMyFitness about how their latest cold gear purchase impacted their run this morning? That would be surprising to me. Startups being bought by non-software companies is going to be a bad experience for some people. It's hard to do your best work when your work isn't the focus of management, and by extension, the company.