Diffusion of 'service oriented' meme

Jeff has a nice sample point on the diffusion of 'service oriented' within the industry (from Service Oriented Enterprise).
There are several good points, this is just a sample:

desire to have pure SOAP as well as a slimmed down XML services (no RM, Sec or TR)

He also mentions ramping up at one new employee every 5 days - that's amazing. I only wish that were true of my particular group at Amazon...