I don't think there is any mention of marketing at the cost of technical execution in the article.

If your market does not know your product exists, it won't matter how good it is anyway. I'm reminded of Hugh MacLeod's brilliant cartoon "Welcome to Nobody Cares": http://www.gapingvoid.com/11444661477.jpg

edit: I stand corrected. "technical execution is mostly trivial"? No thank you. I did not become an engineer to write wedding planner software.