The gist is that there are tons of applications out there that don’t quite do what you want, and you need something inbetween your various applications that can squish/slice/dice the data to fit each side.
However, what the CEO of Apatar was trying to point out is that sometimes you don’t need full time middleware and that he has a lighter weight variation on the theme called “Apatar”. He described it as a “data mashup tool” that has connectors to a large variety of data sources and action items to manipulate the data in all kinds of weird and wonderful ways.