Today, we live in a world of cognitive content services, ambient search and hyper-automation, with multiple sects, gangs and subgroups lurking around the corner from RPA to insight engines. All this effort to label, often entirely different products, into a single category helps nobody or very few. Take, for example, all the enterprise search tools in the market today. It’s in our nature to simplify things, but the ambiguities and differences between, say, the Microsoft Azure Cognitive Search product, ElasticSearch, Searchblox or Sinequa are essential to understand. They are all enterprise search products, but they are all quite different and incredibly complex.