Discuss: IT Doesn't Matter

The motion for discussion is...
"IT doesn't matter! discuss"

Goal
To critically assess the claims surrounding the assumption that IT unambiguously confers competitive advantage to its users; that it generates efficiency, and consequently delivers profits to firms developing or acquiring it. Instead, Carr claims in essence, IT is now a commodity and therefore no longer matters.

Instructions
Two groups (red-against, blue-for) will present an analysis and then debate the merits of their different positions, involving the whole class in the closing stages.
The readings given for initial investigation are listed below. We strongly encourage the use of additional secondary sources and providing examples as evidence supporting arguments.

Readings
CARR, N. (2003) IT Doesn't Matter. Harvard Business Review, 81, 41-49.