I don't think the OP's point is a strawman, but a redirection of focus. I've seen it in my own clients. They get wrapped up in the buzz of 'mobile' and forget t

I don't think the OP's point is a strawman, but a redirection of focus. I've seen it in my own clients. They get wrapped up in the buzz of 'mobile' and forget that they have a website, an email list, print material, trade-show booths, and product packaging which all contribute to their overall brand. They blow their budget making a native mobile app for every platform and the rest of their efforts are neglected. 'Mobile strategy' is one (of many) important parts of a company's overall effort. But I think the OP is trying to say that it shouldn't be treated as more important (or solely focused on) compared to the many other channels one can leverage. I agree that a business's focus should be it's customers, ubiquitously, without such heavy weight placed just on 'mobile'.