Yeah, while the demand may be high right now because of large, existing customers, the ones working out of their homes, working out of small labs, and running small businesses (think of apple's roots) will eventually be the ones moving on to the larger challenges, and start working with medium-sized and then fortune-500 businesses.
Unless IBM thinks that people that come from big money, big data, and big education (think of uber) will be the ones to contend in this area.
This is classic IBM, and it will probably never go anywhere. If it does, it will be replaced by someone with the same vision as them, a tall wall between small and enterprise-grade businesses, people, education, and money. Who can blame them? It's very profitable.