Another name for SOA

I read this article by Irving Wladawsky-Berger, IBM VP of technology and strategy. The concepts he's describing behind IBM's e-business on demand initiative sounds to me very much like what's lately been promoted under the SOA moniker:

• focus on business processes
• expert companies providing integrate-able services via the web
• integration of services provided by expert companies

Yet he manages to avoid terms like SOA and service orchestration throughout the entire article. Given that he company is the major heavy weight behind BPEL, I am surprised to see no mentioning of at least the term “orchestration”. Why do I say IBM is the BPEL author that's most actively promoting it? When I did some research this weekend, I checked the web sites for “BPEL“ of the respective BPEL authors and came up with these results:

BEA: (about) 28 hits
Microsoft: 9 hits
IBM: 172 hits

Yet Microsoft is the only of the three company that has announced more than one product with BPEL support (BizTalk Server 2004 and Visio 2003). Makes me wonder what else IBM has in store.