The Coke analogy is silly. Yes consumers don't need to know the specific recipe when they guzzle it.
Software companies, CIOs, and businesses, actually do care very very much how products work.
What you don't get is that I'm not referring to the source code, but specifications. Simple examples:
how does Glassware handle security - how do I now my data is safe?
With no more XP vulnerability patches, how do I know my software that is now in the cloud or on a server won't be compromised?
SSL encryption? How many bits? 128? 256? AES?
If I buy Glassware, how can I handle Active Directory or LDAP integration?
How do I access local resources (e.g. Wi-Fi printing from an iPad) when accessing an app remotely (this seems to have been a Corel problem)
What is the license management infrastructure?
How is networking handled? If the app I want to host on Azure needs to pull data from a file inside my private firewall how is that handled?
Can my IT dept's USB token authenticate my ID both locally and on the cloud app in the same session?
My app is designed for a keyboard and mouse interface but my employees will be accessing through iPads - what kind of tools are provided to make this work - can I toggle a mouse pointer on and off? What about all the built-in keyboard shortcuts on my app - how do I use those from a tablet.
What are the specs on latency?
And so on.
It *seems* to me that ANY invites customers to talk about it, and then maybe they can customize a solution. That is fine, but is typically a much slower ramp.
If you want an out of the box product that people can buy, you have to explain it in detail. Nobody is going to trust their business apps to Colonel Sanders that just says "trust me, my chicken is tasty".
