Forget Bjarne. Forget Cox. Forget Meyer. Possibly the most eloquent writer in the software world pitches CLOS (common LISP object system) and writes in detail about various related subjects. His website.

This is the followup quote from the world of evolutionary biology I was researching for my prior post about all the "newfangled stuff in OSX not being a compelling reason for the business world to change to OSX.":

Only things that are relatively worthless change rapidly and dramatically.

Itanium tells the story of selling drastic technological change best of all.