Yep, we agree there, the advice of the author is spot on. I think too many startups, and large companies for that matter, think optimization is going to fix all

Yep, we agree there, the advice of the author is spot on. I think too many startups, and large companies for that matter, think optimization is going to fix all the problems that are inherent in their product/business by just blindly slaping optimization vendor A's tags on the site and money just falls from the sky. Just doesn't happen like that.