Reading this article leads me to believe the writers at Techcrunch are slowly discovering basic economics, and they think it's revolutionary.

  Instead of selling “software-as-a-service,” these DIFM companies are
  delivering “software-with-a-service.” The result is awesome customer
  experience that can only be delivered with a human touch.

Techcrunch has it reversed. These companies are selling a service, and happen to effectively use software to create their competitive advantage.