But I’m really tired of ecosystem because, as I had intended to share in my presentation, I don’t think it’s really so much about the garden or the plants. I think it’s more about elements like earth, air, water and fire. The stuff of services. Deep down, do people actually care about brands? Don’t they care much more about the experience? So if my Philips television (with Samsung guts) could cheerily and seamlessly share with my Nokia phone doesn’t that make product branding irrelevant? Give me Bluetooth, wifi and NFC combined with open data standards like XML and you have the service elements of my ecosystem. Just add seeds.