Bells and whistles are what makes computing fun for the average user. Why do you think the iPhone is such a hit? It's basic functionality? or the fact that you can have a lot of fun on it? It even sucks as a phone and people don't seem to mind.
In my IT business, the first thing I do for most customers is upgrade their RAM because their desktops come so poorly packaged and the performance is abysmal. Once done, I have never heard a complaint.
We need to stop talking about exceptions and start discussing general usage. Most users are running W7 or Mac OS X, and run a multitude of programs, apps and at the same time. I believe in breaking bottlenecks.
Lastly, I am glad to see smaller companies making a difference, like the one in the article.