I don't get this article. The author compares 37signals to Southwest in their refusal to grant seating assignments, baggage transfer and in-flight meals. Howe

I don't get this article. The author compares 37signals to Southwest in their refusal to grant seating assignments, baggage transfer and in-flight meals. However, he makes a good argument that Southwest knew better than their customers what they wanted. They want amenities, but not at the expense of cheap airfare and on-time flights. Doesn't this prove that Southwest does, in fact, know what their customers want better than the customers know what they want? Can't you make the same claim about 37signals? It's like the old cliché: don't give the customer what they ask for, give them what they need.