I doubt very much that businesses are as rational as he makes them out to be. Many businesses buy extremely expensive software for completely irrational reasons

I doubt very much that businesses are as rational as he makes them out to be. Many businesses buy extremely expensive software for completely irrational reasons or pay business consultants for obviously meaningless fluff. The difference between consumers and businesses is that businesses that act too irrationally for too long are more likely to fail and get replaced by more rational businesses. I suspect that the statistics on rational businesses often suffer from survivor bias.