I think this is less a flaw of the definition and more a sign that Amazon should be broken apart and AWS spun off as an independent company.
I think this is less a flaw of the definition and more a sign that Amazon should be broken apart and AWS spun off as an independent company.
Except, many of these companies have a second, b2b service that they're cultivating as a goal unto itself: customer attribution, identification, aggregation, etc. Companies like goPuff (or Amazon, but Amazon has a hand in everything so is more complicated for this example) have a core "not really tech" service of online ordering of human-delivered goods, but they are actively working to turn all of those engagement/sales/preferences info into a packaged product they can sell to brands and marketing companies, which is at its core, data aggregation and analytics as a service...so "kinda tech"?