Interesting article, however, it is way too focused on software / services. For example, not every product "solves a problem" or provides any direct "benefit". Think of women's clothing, for example. You can't write "if you buy our clothes, you'll have 40% more chance of getting laid".
Sure you can! Show beautiful women hanging on a guy wearing aforementioned clothes. That's exactly the author's point.
when are you going to remove that ubuntu logo used as a place holder?