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Also, the concentric circles did nothing for my way of thinking, as messages are linear - they start from a place, and they end in a place. Thus a stack was a lot easier for me to digest than these concentric circles.Messages might be linear but scopes are encompassing inner scopes. Encapsulation is not usually depicted as a stack.
>And finally, the ambiguous language. Why should I care that there are enterprise business rules, and application business rules? They're both rules.
Obviously because different scopes apply to the former than to the latter. TFA even clarifies that: "The key is that they ("enterprise business rules") contain rules that are not application specific - so basically any global or shareable logic that could be reused in other applications should be encapsulated in an entity".
In general, the similarities ("they're both rules") between two things don't say much (if anything at all) without considering the differences. Shiitake and Amanita Muscaria are "just mushrooms", but one can kill you.