An interesting related recent podcast is The Answer Is Transaction Costs episode Parts is (Not) Parts: The Life Cycle Problem for Heavy Equipment. Part of the discussion is orienting a biz to what is actually being sold. Is the equipment-time being sold or is the capability being sold? When the capability is sold the story becomes more of a total supply-chain rather than simply static capital good.

https://taitc.buzzsprout.com/2186249/episodes/18387317-parts...

Synopsis:

  We trace how Alex Schuessler, the once and once-again President of 
  SmartEquip--also a scholar of expressive choice!--built a platform that makes 
  machines more profitable by erasing the friction between parts, service, and 
  uptime. The rental economy, Japan’s utilization model, and IoT diagnostics 
  reveal why transaction costs, not price tags, decide who should own and who 
  should rent.