It was a smart play by IBM, the sales guys want to say AI and machine learning, so give them some generic crap which gets loosely integrated into parent projects and they can have a field day on the phone selling it.
Watson would be a perfect study on modern big business software that these billion dollar consultancy companies engage in.
Plus IBM makes even more doing the “integration” than the original sale.
The result was huge margins for IBM and customers scratching their heads afterwards.
Not so great as an actual business.