The availability of P4-programmable switching chips offers new opportunities to various players in the networking arena, from switching system vendors, to end users (service providers, enterprise networks, data centers), to third party developers. This talk focuses on how switching system vendors can leverage devices with a programmable data plane to meet the needs of their customers in new and potentially very beneficial ways. However, while doing so, vendors must must go through a non-negligible effort and transformation to ensure that such a potential does not remain unrealized.