&gt; I&#x27;m a huge proponent of the Zero UI movement. I gave a talk last year at a local Google DevFest about a CMS I created for a Priest friend&#x27;s Church that didn&#x27;t have any user interface to speak of. It relied on Google Drive to host all the files that the staff and teachers at his Parish needed to edit, and all they needed to do was leverage their existing knowledge of the OS&#x27;s file system and Microsoft Word to do it. A script runs every half-hour to update the static site based on the changes to and additions of files in their shared Google Drive account.<p>Shouldn&#x27;t you call it &quot;integration&quot; instead of this buzzword ? The user has an existing system and ecosystem of tools and you just wrote a script to integrate your program with these existing tools ?<p>If I use emails or SMS to update a blog online I didn&#x27;t invent anything, I just didn&#x27;t code the email client , the SMS client or the phone the user takes advantage of.<p>Business integration is what people have been doing since the beginning of modern development there is no new movement, tech, trend, or paradigm here.