Security buying committees include people who aren’t security specialists, and those people search in plain language. An address stating the category exactly is what they click. The confusion is the business opportunity. Thousands of products across dozens of overlapping categories, a vendor landscape that genuinely baffles experienced buyers, and budgets that grow in a downturn because the threat doesn’t care about the economy. The name suits a market research firm, a comparison and evaluation platform, a procurement resource, an investment research product tracking the sector, or a trade publication.