Everyone seems to have an intuitive understanding of ‘architecture’ as the process and product of planning, designing, and constructing. The problem is most people don’t have the same understanding which leads to disagreements about what the process and product entails. The transition from software shipped on physical media to software delivered as services further complicated the conversation as operating services introduces other factors that must be considered on an ongoing basis. These misunderstandings have only been exacerbated as greater speed and scale create new problems necessitating novel emergent solutions. This presentation will attempt to highlight the need for new language with dense semantics about the emerging architectures (because just saying ‘microservices’ is causing more problems than it solves) while also pointing out that many of the struggles people have delivering software are rooted in architecture.