In recent technology trends, such as SOA, or EA, or "Social Computing", I often observe crusaders that want so badly to accomplish something useful under the umbrella of investment, hype, and energy surrounding their selected trend that they try very hard to make the idea as "abstract as possible". They do this so the trend doesn't melt away as soon as the underpinning technology proves itself fatally flawed.
"It's not about the technology" is the byline of such approaches.
Recently I read an entry by Andrew McAfee that crystalized what has always annoyed me about this phrase over the years.
"Sometimes, at least in part, it is about the technology."