I'm the author of the article, just found out that someone posted the article here. To answer your question, the idea was somewhat clear (perhaps not the best)

I'm the author of the article, just found out that someone posted the article here. To answer your question, the idea was somewhat clear (perhaps not the best). However the reason behind starting the company was not clear, which, after months now of thinking about it, also contributed to failure. As you rightly point out, don't start a company just because... that's never going to end up well.