What about Netflix and Amazon? Those examples seem very valid to me.
either - app value is content driven (netflix) OR - data-driven (bloomberg) OR - or physical (airbnb, amazon)
in cases where you could say, the client is the "main driver of value" they are pretty consistent.
take a game, for example -- or hey's proprietary filtering system.
that said, I don't agree with 30%, jsut my understanding