When building is free, what do we build?

Disclosure: I wrote this as a founder of ProductNow. The last couple of sections highlight what we're building, so I wanted to be upfront about that. Though the broader thesis that software is becoming a utility and the physical world is the next frontier is something I think about all the time, independent of the company. I deeply feel that software is just a means to an end, so can we get back to solving problems that matter, here in the physical world? Curious what this community thinks, especially where the argument breaks down.