That said, I think people are missing the key takeaway from the article. I think the most important thing in the article is right there in the heading "Clients Pay For Value, Not For Time". This is saying that you should frame your services in terms of a value proposition for the client. That is, how much money will you save them if they hire you to do X. Maybe X is "rewrite the backend to process transactions quicker" which will save them Y hours of compute time and reduce their AWS bill by Z a month.
Every client I've ever had has asked "how many hours?" And "how much per hour?"
If a restaurant wants to increase business by building a patio and they get a bid based with pricing based on increased business and not hours. They're gonna throw it away.
Patio11 was in a unique position to know more about how to increase the business's revenue better than the business. This is a very unique position and advice based on that position is not really relevant to the rest of us who aren't experts in internet marketing.
That's when you explain you charge per project or per week instead of per hour, and the fee is based on value, because in the end they won't really care how many hours you spent as long as their problem is solved. (Similarly, if you _fail_ to solve their problem, they're not going to care how many hours you put in.)
I get this question from prospects too, and then I explain the above, and then we move on with the conversation.
And in my 4+ years of consulting, nobody's asked me _at the end_ of a project how many hours it took. At that point, as I said, it doesn't matter.