I'm inclined to agree. The article's talk about "resonating" with the audience is wishy-washy, and seems far-fetched for accounting for a 20% decrease in sales.

I'm inclined to agree. The article's talk about "resonating" with the audience is wishy-washy, and seems far-fetched for accounting for a 20% decrease in sales. On the other hand, a UX design tenet is to test, not assume. Just because it sounds right doesn't mean it's the correct explanation (that goes for both TFA and alternative theories).