The new vendor conundrum:

Security and privacy are giant data issues. Vendors who speak the new "solutions" language, and deliver products that offer encryption functionality, will steal market share from those who don't.

It's the same old thing, really - if the vendor doesn't speak in a language I understand, if they don't 'get' where I'm coming from, I'm just not that likely to buy from them. If they work with me to increase my knowledge, to make sure I know what's going on, to educate me to I understand their products better, then they go to the top of the list. Speak my language, then you'll make the sale. If you expect me to speak your language, but don't help me do it, sorry, you'll lose.