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Here is the deal - your boss (be it a PM/lead/manager) wants the "functionality" and eager to get it out-of-the-door. And there is no Bezos to police or mandate for an interface/service. SOA has bee there for ever.. and not until Amazon came up with the "cloud", nobody cared. As long as you architect/design your product with service orientation, you should be fine. it doesnt matter when you publish it as a service or provide the APIs. You may figure you may not need to publish them at all if the product is dead. Every product design should think service centric and not as an afterthought.
3 years ago on Google Engineer: "Google+ is a Prime Example of Our Complete Failure to Understand Platforms"