Amazon is the king of SOA. To understand why, read this article with their CTO Werner Vogels. The interesting points: (1) most Amazon software is homegrown (2) developers have no lock-in, i.e. they aren't forced to use Amazon storage, (3) Shifting investment from up-front to usage-based investment is something that CFOs at this moment clearly love. On point three, I wonder if CFO's consider the costs of the Amazon cloud going down. KPI recommends that organizations not run their entire business on an external cloud for just this reason. We've always maintained that a hybrid approach is best (such as using a cloud to handle traffic peaks).