I guess my point was we see examples everyday in the atoms world where people take an existing product, do some trivial work around it and create a multi million dollar business.

Generally yes, software is usually easier, although today you can start a new brand of vodka or cosmetics from your computer.

Customers acquisition is equally difficult for both though, so sales and marketing is where the secret sauce and differentiation is now, not so much in the codebase, I think.