Almost every startup is a wrapper of some sort, and has been for a while. The reason a startup can startup is because it has some baked in competency by using new and underutilized tools. In the dot com boom, that was the internet itself.

Now it's AI. Only after doing this for 20+ years do I really appreciate that the arduous process and product winnowing that happens over time is the bulk of the value (and the moat, when none other exists).