> I hate the ‘product’ word. In the 90’s I was involved in a travel startup, and the software people would be talking about ‘product’ meaning the website that we where building, and the travel people meant what we where offering in the way of hotels, insurance, flights and excursions.

In that case (but IMO it applies to almost everything that's not selling a software or technical solution per se) the product IS the hotel/insurance/flights/excursions package. There is no other way. The website was never the product, it was just a channel. The difference is that especially back then the only way to use that channel was to build it by yourself. And that's something that actually happens for big enough brick&mortar stores: they do have an internal department that manages the stores, buy/rent the spaces, furnish and decorate them etc.