There is no contradiction - understanding user's mental model helps both marketing and code structure. It pays to structure code in such ways as to ease absorpt

There is no contradiction - understanding user's mental model helps both marketing and code structure. It pays to structure code in such ways as to ease absorption of new requirements, and the DCI claim is that they have a better idea how to do this compared to MVC or other approaches. I recommend reading the linked article, it's long but worthwhile.