"Vertically integrated" is strongly tied to physical goods production. A new term (full-stack or whatever) is warranted to include all the software, UI/UX, scaling, social media, etc which are a new part of business; the bit-pushing and user-attention-getting sides.
I do. Coining terms is a great way to drive attention to your product or service. We can fight all we want against the terms "unicorn" and "rockstar", but they have worked to signal things about specific "tech founders" and "computer engineers". Furthermore, using the terminology will work until it doesn't.
What I disagree on is that this is not a new phenomenon. We can actually explain why these companies are winning, it's just that the context is different this time.
