Hello Gianni,
  I cannot look into the heads of the Elasticsearch developers and company 
strategists, but it is clear to me that if they want to position a new 
"product" in an area that is already rather well covered by other 
(commercial and OpenSource) products, they should find their own, distinct 
positioning in the market. Apparently, log ingestion, retrieval and 
analytics is a field in which there are strong Elasticsearch customers and 
nice success stories, but where many companies are struggling today to find 
solutions at reasonable cost. So, the logical consequence for Elasticsearch 
is to promote their (rather generic) tools as a solution (with Logstash and 
Kibana) that provides a quick start for many users with challenges in 
exactly this field. That's how you gain market share :-)

Practically, you could do exactly the same with SolrCloud. However, your 
mileage will vary compared to "ELK".

So, I would interpret this "focus" on log analytics as simply a clever move 
to become visible, to quickly create a significant community of users, and 
to leverage the paid-for products Elasticsearch as a company is offering or 
planning to offer.

As for your start-up, does it really matter whether Elasticsearch will 
continue to focus on log analytics or not? Don't you think that if your 
company will build up extensive experience with Elasticsearch in the domain 
of large log analytics projects, you could later translate that into other 
application domains as well - just as Elasticsearch will explore other 
fields? Looking at the featured case studies on their web site, there are 
clearly more applications that could be transformed into nice patterns 
analogous to the "log analytics" application.

Best regards,
--Jürgen

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