The firm, as we have known it, is dying. A new one is emerging. The firm, as we will come to know it, is embedded in the ontology of service-oriented architecture (SOA). We stand today in the murky waters between these two states, and as is often the case, confusion confounds things. As we learned in school, the old firm rose with the birth of industrialism, was strengthened with the structures of modernism, and came to maturity with computing. We have grown comfortable with this genesis. But now, something is afoot inside us.