I would agree with the characterization that it's moving up the stack... but it does seem to (without saying it explicitly -- not clear whether that's conscious or not) start to overlap heavily with an existing space [1]. How would you differentiate it from BPM / workflow tools (one open-source example being Activiti [2], but there are many in the market)?

[1] - http://en.wikipedia.org/wiki/Business_process_management

[2] - http://activiti.org/