How odd it is, that every day we use the word ``program'' to talk about the products we create and sell in the software business, and also to describe the information and entertainment we watch on the television and hear on the radio. And even though the word ``software'' has become commonly used to describe video cassettes, compact discs, and other non-computer material, rarely do software executives see a link between the ``programs'' they sell and the ``programs'' they watch. Many managers in the computer software business, and most analysts who follow it, came from a hardware or turnkey systems background; thus it is inevitable that they often think of software as a product like a television, rather than an ongoing service like the ``programs'' the television delivers.