For many insurance CIOs and IT executives, it isn't an accident that "hype" is a four-letter word. Past experience has taught them that the "next big thing" in insurance technology doesn't always live up to its promise. So when the idea of SOA -- and all the hype that has come with it -- hit the mainstream several years ago, it wasn't a surprise that insurers were skeptical. Wasn't SOA just another buzzword, a new way to describe concepts that already existed? And how can you cost-justify investment in SOA, an inherently abstract idea, to the business?
