Until recently I was always in "apologetic" mode when it came to explaining or marketing OpenACS technology. Not anymore. I used to say:
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It's not Java, but...
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It's not LAMP, but....
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It's not Apache, but...
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It's not MySQL, but...
If I am explaining the technology to a non-technical decision maker, then I describe OpenACS as a "high-performance engine", comparable to a fast, highly maneuverable Porsche.
If they start asking about LAMP. I say: "ok fine. if you want to drive a Honda Acura, then go for LAMP." OpenACS is a Porsche and we don't apologize for it.
If they start asking about Java, which many inevitably do, I compare Java to a freight train. If you need a freight train, then go for Java and enjoy all the overhead it involves. (Philip Greenspun has compared Java to an SUV. It might make you feel self-important driving it, but try maneuvering the beast.)
I also point them to Mark Dalrymple and Reuven Lerner's excellent articles on OpenACS.
I think Apache, MySQL blah blah is a distraction. OpenACS is a high-performance engine. We should be proud of it!
