> What do you mean, you don't want "software"? Where do you draw the line? A basic digital wristwatch has "software".

I think this nomenclature is a result of the post-Jobs software as "app" paradigm + Web as the definitive "application" platform era.

The majority of software written, especially in these circles, is going to be some sort of user interface/CRUD stuff. The "invisible" (and frankly remarkable, when talking of things like ECUs and ABS software) is basically like The Earth (it's just always been there and taken for granted).