The author referred to a specific problem: the company changing their business strategy not because they have a competitor, not because business is crashing (th

The author referred to a specific problem: the company changing their business strategy not because they have a competitor, not because business is crashing (these were the problems Apple was facing in ~1995), but because they must grow even though that entails making their products worse and invoking negative externalities. Customers don't necessarily want a successful product to change. Much of that desire for change is engineered via marketing so that there is an opportunity for growth.