And just because they (or anyone else) call it a service doesn't make it one.
My guess is those that have bought into it call it a service because they have bought into the logic, and
to do otherwise would prove slightly embarrassing.
Cheers! 2xBeer!
Perhaps, and this is purely speculation on my part, many identify subscription as the component they consume most...?
Two examples that come to mind:
A new start-up that constantly contacts support for technical issues (service?)
vs.
A company that has thousands of seats, and an established standard, only interested in upcoming software updates/releases (product?)
Have a good one!