I think it's a reasonable point to discuss. The author's example was good: when at Starbucks, people are ordering a coffee, not a starbucks.
To me, this was an interesting point, not pedantic, because it's not true for all businesses. Unlike Starbucks, when I was a kid, McDonalds wasn't just french fries and a milkshake, the playstructures and happy meal toys made it seem like more than a place for food.
That distinction seems quite relevant to a discussion about how much 'value' Spotify (company) is adding when they take media created by artists and put it on their computers for users/listeners to download/love.