I am not happy about spending 10 minutes on it but realized I need another 10 minutes, and in the end would still be confused, and would need post this comment anyway.
So I just stopped there and wrote this comment.
Rip writing clarity, and the effective communication...
If you want to sell people a tesla, first and foremost, you have to tell them it's a car and it behaves exactly like a car. If that is not a given, they won't buy it, no matter which bells and whistles it has additionally to getting you from A to B.
So if we go back to the topic of the article, it means: If you want to sell a big data platform, first you must make people believe it can replace their old traditional database, but make it faster.