I can't understand the last part of the article "Doppelganger has created value for the customer but not for the company." Isn't the value for the company cre

I can't understand the last part of the article "Doppelganger has created value for the customer but not for the company." Isn't the value for the company created through the value for the customers? I.E. you take a percentage of the value for the customers as the value for the company. What would be an example of creating value for the company?