Summing up 'software goes to zero': enterprise no, consumer it's complicated

When people say software is going to zero, the honest answer splits by market. On the enterprise side, some software might go to zero, but you still want someone you can speak to, you want security, and you want someone to maintain it — so the core value of established SaaS vendors holds. On the consumer side, the story is more nuanced. The competitive advantage is shifting away from pure technical execution toward softer, more subjective factors like personality, distribution, and marketing. In short, enterprise software survives on accountability and trust; consumer software will increasingly be won on art, not engineering.