This is what Palantir learned, and what Oracle semi-avoided in their positioning:
Your scalable solution is worthless without last-mile integration, and that integration is always bespoke.
Is the IIoT pushing for interface standards, a la SQL?
That would seem the main way to scale and extract the kind of revenue they're looking for. Create a standard (and therefore market) for smaller fish to perform the integration, such that it lifts the data up a level and products can be built that operate against diverse sources.
Yep. And always has been.
Spreadsheets are a great metaphor for this ... or an artist's canvas. They're both capable of amazing things being done on/in them ... but only with the application of custom effort.