By and large my opinion is that 70% of those drag the topic ultilately to web-services or similar technical topics. Rest of the 30% who tend to remain pure in terms of SOA as a concept also fail to bring realistic and implementation-level view-point on how IT can be transformed using SOA. So in nut-shell, SOA is loosing the differentiation it tried to create all these years…
(dead link) Source (http://infosysblogs.com/soa/2008/09/soa_on_its_way_out_lets_get_re_1.html#more)