Agreed, but that's a different nuance than what the author and other posters here seem to be stressing, that it isn't just reinvesting in your business, but _wr

Agreed, but that's a different nuance than what the author and other posters here seem to be stressing, that it isn't just reinvesting in your business, but _writing your own software_ that is creating this magic multiplier. That's the part I think is an unsubstantiated stretch. Possible, but I don't see the data presented in this article.