There are a great many ways to consider software. For example, software can be thought of as pastime, a profession, or a science. Clearly, it can also be thought of as a branch of technological marketing. And one of the great software marketing coups of our time was the Agile Manifesto. Short and to the point, it asked its adherents to adopt a "new" approach, which combined a number of software organizational and management ideas, and which became the rallying cry of a generation of "Agile" developers and managers.