Is it 'management' when you sell to the technical decision maker - and 'governance' when you sell to the business decision maker?

I know I am being cynical here. But I see too many web services management vendors that now call themselves soa governance vendors.

I absolutely understand the pain and the need for governance. But it has always been and it is still about the people and processes 

Vendors cant sell governance - nor can customers buy governance.

Governance is hard work. It requires driving cultural change across the organization. There is no short cut to success here.