Borland have got a silver bullet

Hold the front page! Borland have discovered the holy grail of software development. To quote their ad which appears in Computing Magazine (and doubtless elsewhere in the IT press):

Software Delivery Optimization transforms software development into a predictable, reliable, managed business process.

I'm sorry, but as soon as I read something like this, it makes me set the bozo bit, which is probably not what the ad is supposed to achieve. Surely we're all mature enough to know that there are no silver bullets. There are better ways to build software and there are worse ways. Who knows, perhaps SDO is one of the better ways and maybe this choice of words is just a load of marketing nonsense. But software development can only be predictable and reliable if the environment it is in is also predictable and reliable. If the organisation you develop for has requirements that never change and can be predictably mapped out for the forseeable future, then maybe this is possible. Otherwise, it's not going to happen.