Zapthink on ESB

I read a fair amount of the analysts reports, probably not as many as I should, but I like some of Zapthinks stuff, especially the wackier ones so it was no big surprise that I read their latest one on "The seven things that your SOA teams shouldn't say". I particularly liked the second one around ESB and totally agreed with it, especially when joined with the First. I am so fed up with Vendors talking about their ESB "product". Anyone who says they have a architecture "product" completely misses the point of architecture.