CIO has a nice article on the SOA sales pitch from vendors.  Vendors are being more realistic (and honest) in their sales pitches.  The article also details a strategy for buyers: "There are other price negotiating advantages that can be leveraged by savvy buyers. "Start with the vendors you already work with," advises Kennedy. "You might not have to buy as much to make SOA happen for you. Take, for example, enterprise service buses: Tell your vendors, 'I have problems making your widget work with my SOA plan, so get in here and help me fix it.'"