I got an email this morning from someone called Arshi. It had a pretty picture of an iceberg attached which as far as I can see is all signifier and no signified. And Arshi's words are no easier to understand:
After reading many technology articles, thought would like to show you how the process-driven SOA Vendors like IBM, Oracle, Tibco, Software AG… delayed deployment cycles after software purchase and huge hidden costs can be eliminated using the message-driven SOA approach.
I think Arshi is trying to sell me something. But I'm damned if I know what, and I'm damned if I'm going to buy it.