The article tackles the shifting landscape of software ownership in the age of generative AI. It starts with a provocative question: if anyone can create software thanks to generative AI, what are people really paying for when they purchase it? The argument is that all software has become a commodity, and while anyone could technically build their own solutions, the complexity and cost often deter them. Generative AI significantly reduces these barriers, allowing individuals to create tailored solutions for specific problems. However, the author emphasizes a critical distinction between merely solving a specific problem and owning a problem domain. When people buy software, they aren't just acquiring a solution; they are essentially paying for the expertise and contextual understanding of those who create the software. This expertise encompasses the necessary operations, structures, and relationships to scale or adapt the solution over time. Leaders who insist on building every solution in-house may inadvertently burden their companies with numerous problems to manage, diverting attention from their core business. The risks of this approach are evident. When a custom solution encounters issues or needs updates, it requires ongoing judgment and maintenance. Companies end up focusing on these internal challenges rather than their primary goals. The article raises a crucial question about sustainability: if every company is busy building their own software, who are they going to sell to? This creates a potential cycle of inefficiency, where companies might lose sight of their actual products and market strategies.