The near-simultaneous creation of enterprise service ventures by the sector's two largest companies admits publicly something product messaging usually avoids: the model doesn't deploy itself.
Selling access through an API works for people who already know what they want to build and have a team for it. A large company, with old processes and legacy systems, needs someone to come in, understand the real workflow and make it work inside it.
That distance is rarely technical. It's an undocumented process, an exception only a long-serving employee knows, and a system that doesn't expose the necessary data, and none of those improve with a more capable model.
It's the same diagnosis that would make forward-deployed engineers the sector's most contested hire weeks later.
For anyone providing technology services, that's a favourable market signal: the manufacturers themselves recognise the deployment layer is a separate business, with its own margins and skills.