One of the most successful DevOps stories, you can find, are Platform as a Service providers (PaaS). The companies behind heroku, AppFog or Google's App Engine found a way to make operations a product. A product does not mean to sell individual service plans to different customers. Instead they sell the same standardized product to thousands or even millions of customers.
The most interesting feature of PaaS is, that you simply deploy your application to the cloud and scale it as you need. While developers are using frameworks like Rails to create new applications, deployment is also focused on applications.
If you are thinking about applying the DevOps idea to your own company, you should learn from the PaaS providers. Think of DevOps as making creation and deployment of new applications as easy as possible.