I think you missed the main thrust of the article. They were trying to land in the mid market segment and expand from there into the large market where it’s more expensive to acquire sales. However, after doing a bunch of research actively interviewing their user base, the author couldn’t figure out a way to get these users to use the product enough for that land and expand strategy to work (it wasn’t sticky enough to actually start generating sales). In essence, from the author’s perspective, there was no path forward for success with the current business stategy.
You are of course free to disagree and you may be right that there was a path there or they could have pivoted to do something totally different. What the author was trying to convey and maybe you missed is that they weren’t interested in spending another year exploring trying to find a totally different viable business strategy.