Are IBM doing it right?

Our knowledge of IBM on the Boots project tells us they have a largely inflexible webshop platform (Aurora) with no API capability.
Given that OOTB product front ends tend not to be appropriate for any of their customers, and always need heavy customisation. The level of customisation depends on the budget, and is invariably not met by the systems vendors working in agile methodology.
So everyone’s a loser. Apart from the systems integrator, who are quids in.
This might spell the end of inflexible boxed systems and pave the way for bespoke experiences built on common technology… but I guess leaves an open question as to the role of agencies in IBM’s (and potentially their customer’s) plans.