IBM's customers probably understand that Watson (the jeopardy-playing bot) isn't really relevant, and that what they're buying isn't a pre-written software package so much as software consulting services. But there's still a serious problem, which is that a customer of Watson would reasonably believe that they're getting the team of engineers that solved Jeopardy. In reality there is no overlap whatsoever in personnel between Watson-the-PR-project and Watson-the-thing-you-hire.
Watson Services are very much a product you buy/subscribe to. Just like the Machine Learning services you get from Microsoft or Google. You can use them pretty easily with absolutely no consulting at all.
