When we ask the question what software domain are you applying your improvement approach to? and the answer is software, it might be useful to put a framework around the answer to provide a basis for discussion. The figure below is a sample from several sources. An expansion of this picture is at the link below. This is the taxonomy used for the financial assessment of the software business. It's one way to look at the various domains, focused here on commercial products and services.
So when you hear of the next big idea in development of software, and ask what kind of software do you work on, this might be a guide. When the answer is silence, maybe those proffering the solution need to look as well and test their ideas outside their personal anecdotal experience to see of anyone else shares their enthusiasm. Along with this, maybe asking if that wonderful idea has come in contact with any governance processes of spending other peoples money.