I don't necessarily agree with the point of the article, but I do think that "who" question is often avoided in "why" analysis. My guess is that "who" in "why"

I don't necessarily agree with the point of the article, but I do think that "who" question is often avoided in "why" analysis. My guess is that "who" in "why" can get very personal and touchy and let's face it - no one wants to deal with that. Personal example - I worked in an environment where romantic relation between executives spawned a project that resulted in customer acquisition cost of ~15k$ where maximum revenue per customer in targeted segment didn't exceed 100$. In the projects I've worked on there was always some office politics/ego to stroke/taboo social dynamic that had to be sustained in order to produce tangible and absolutely not related results. Most of the software is designed for or driven by people so if "why" analysis doesn't include anyone then there might be an elephant in the room.