This is the cart-horse mentality that I see so many startups get wrong. They see services like Pakible and think "oh man, I should build a smartwatch, that pack

This is the cart-horse mentality that I see so many startups get wrong. They see services like Pakible and think "oh man, I should build a smartwatch, that packaging is gonna sell itself", or they watch a video at the Apple WWDC and think "I can def do that Jony Ive white background video so easily for my new smartwatch". Then they fail miserably, because their product itself doesn't work. PS - Did you read the whole article? They're agreeing with you.