Yeah, and specifically a lot of businesses were born when the founders of a first business faced trouble in a certain area. They reasoned that if it was so hard

Yeah, and specifically a lot of businesses were born when the founders of a first business faced trouble in a certain area. They reasoned that if it was so hard for them to do X, then the same must be true for others, and so launched a separate company to help others solve x. Of course, care must be taken that using one's self as a reference customer is not being too myopic. But I suppose that's where the advice in the article could still be useful--that is, in vetting the idea.