I frequently hear Service-Oriented Architecture (SOA) being tossed around as a buzzword among non-technical customers or program managers with little concern or understanding for what it actually entails (example: "Can I buy a SOA?"). There's also a lot of misinformation about SOA (example: "Only web apps can use SOA") and a general lack of understanding for its capabilities (example: "SOA can make your make all of your data work together").

What are some key facts that you, as someone who understand the technical side of SOA, use to educate program managers on the appropriate use and understanding of SOA? What's the best way to set the record straight with non-technical folks?