The article argues that buying software means paying for someone else's expertise in managing complex problems rather than just obtaining a solution. With generative AI lowering the barriers to building custom solutions, companies risk losing focus if they try to develop everything in-house. Ultimately, this could lead to a market where everyone is building but no one is buying.

The article explores the impact of Photoshop 1.0, developed by Thomas Knoll, on computing and creativity. It discusses how early software development often emerged from small teams or individuals, revealing a pattern where transformative technologies are hard to predict but often discovered through incremental steps. The author argues that we may be at a similar turning point with generative AI, opening new possibilities in software engineering and beyond.