I'm guessing they won't move very far up the stack for the time being. It seems to me that once a process is able to be software-itized at least two things happen. One it comes under that old adage that any computing program/application can be done for half the resources/time every 18 months. The second is that producer surplus (profit) that emerges from an information asymmetry becomes consumer surplus when that asymmetry is able to be defined in software. All supply side economies of scale seem to be disappearing and what we're left with are companies that have a monopoly on some raw input or a demand side economy of scale (network effect).