They cite Casey (of Handmade Hero), and I recall watching a casual lecture of his on a case study of Performant Software. In his conclusion he proposed that as innovative greenfield projects claim thr low hanging fruit of developing software markets, those markets will increasing reward competitors who can undercut on the basis of intentionally (or deeply) crafted software architectures and the associated benefits to users (stability and performance). This is could be refuted by the suggestion that early market participants can establish strong enough monopolies to overcome their technical debt, but still shows another source of motivation for the Handmade community's ideals.