Famously, Steve Jobs once called Dropbox “a feature, not a product.”
In SV, "just a feature" has a derogatory connotation, sort of like "lifestyle business". It causes people who run feature companies to try to get away from this characterization – even if it means stretching their business into something that it cannot easily become. This is especially true for features that have no moat, and which would therefore be Sherlocked [1] by companies like Apple.
1: https://www.howtogeek.com/297651/what-does-it-mean-when-a-co...