"I have been in devops now for 10 years, from before we called it devops"
Then does this not just confirm what a lot of us 'tards have have been venting at? Your concise comment has given us more useful information than all the recent DevOps article to-date combined. We are just being sold a branding exercise by marketeers rather than deeper technical specs that we could actually implement (wholly or partially) ourselves. Perhaps I am not the audience and hundreds of thousands of PHBs read The Reg and are primed for the Jedi-mind-trick from buzzword-laden spivs but the majority of comments would suggest otherwise.