I think features are often products for other companies, not for end-users.

E.g., digital displays are a "feature, not a product". End-users get value out of digital displays on their thermostats, microwaves, etc., but no end-user buys a digital display themselves, thermostat and microwave manufactures buy them.

I think the problem with Dropbox is that it's become too easy for product companies to build data syncing themselves.