As things stand today, if it is running on a computer then it is indeed "just software," regardless of how impressive it may be.
If we get to the point where we could emulate a brain down to the atomic level, then I may feel differently. That's not what we are doing today, though.
Really your feelings on this are irrelevant, as are mine.
Soon enough some lab or some one will release something that's more like an organism loose on the net and your going to have to deal with that organisms "feelings" weather you like it or not. This is the path humanity has chosen to follow, and it seems the shape of language and intelligence naturally leads to intelligence in many mediums. Life started from something unintelligent, I can't see any practical argument that silicon can't have it's own intelligence.