I feel like IBM markets Watson towards your non-technical business people through actual business applicable problems where as companies like google market their products towards solving hard technological problems.

As a software developer, I follow the technical solutions more closely so I love google, but actual business that results in revenue/profit points to other companies like IBM (based on other comments in this thread) making the actual money off of these technologies.

Whose strategy will pay off more in the long term is anyone's guess though.