Totally agree. And it's constantly reinforced by the language we use - Government Digital Service; Digital, Data and Technology. It always struck me as odd that Service Design would sit within that job family. Also "Assisted Digital" which typically refers to actual services, just those that don't need the user to engage with digital touchpoints. But isn't that just... a service? We frame everything in relation to digital! Even when it's completing a paper form and sending it in the mail...