But that slight difference in the new solution being promoted taps into our brains just in the right ways that it makes existing solutions seem inferior, thus the productive porn.
Yes, but they also have to do it in order to have a branding. You cannot "non-brand." Take for example Microsoft. Thy wrote a version of CP/M and called it PC-DOS. So what? Would it have been better to call it MS-CP/M?
It can get much worse than a navel-gazing/over-thinking-it post on medium.
These kinds of blog posts easily segway into books/media, then courses, then workshops, then, before one knows it thousand dollar hotel conference room shindigs where people end up with binders and get a hard sell on ever more expensive "help".
Not saying the author is one of these snake-oil people at all. But it's a slippery slope from, say, Tim Ferriss to Ramit Sethi to Tony Robbins to (what's that "bitcoin genius"?) James Altucher.... and worse.