You put water into a cup, it becomes the cup. You put water into a bottle, it becomes the bottle. You put it in a teapot, it becomes the teapot. — Anon.
People don’t want to get to the ‘book a flight’ tool. They want to get to Dublin from London. People don’t want the installation manual. They want to install the product. For most people, content or technology is not the end, not the point.