Loved Nikita Andersson's article on Service as software. I've heard this term a few times in the last month. As well as targeting the Big Four's existing customer base, there's also an opportunity to offer 'Big Four' outcomes to businesses that aren't traditionally Big Four customers. This matters because public health and large financial services avoid startups like the plague so a faster GTM motion (with scale-ups or small enterprise) can help ignite nascent revenue engines.
