Monitoring tools will be shamed into calling themselves monitoring tools once again. Some (not all) monitoring teams will too.
These active efforts to confuse the market are annoying. But I expect they are nearly over.
(That technical bar and detailed explanation is here: honeycomb.io/blog/so-you-wa…)
But this strategy becomes much less tenable once there are two, three, or more observability tools in the world. I expect that to happen in 2020.
There's no going back. Every tool is working feverishly to add raw events and the rest of it.