SixApart, the blogging software firm with products like MovableType, Typepad and Vox, is now moving up the value chain into offering advertising and consulting services, and has bought New York City-based social media creative agency, Apperceptive.

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The idea for SA is to move beyond an increasingly commoditized blog publishing software business, and into adding advertising, design, implementation, development and site optimization services to bloggers and companies.

Technology is fast becoming a commodity, the value is in media, that’s the overriding lesson here folks.  Six Apart had all of the things one looks for as a technology company: first mover advantage, solid founders, great financial backers, first to scale, yada-yaday-yada.

Then comes Blogger first, then Wordpress… and Six Apart’s so-called defensibility gets blown apart into smithereens.  And now, presto, one acquisition later and they are a media company in lieu of a technology company.

This is part of a greater trend where the line between technology / software and media / publishing services are getting blurry… and one reason why we are seeing more and more digital media funds.