As the author of the article, I agree with you.

I also agree that trying to force "problem" into the discussion isn't useful, and in fact is counter-productive because you're verbally moving further away from what the business is really doing.

So perhaps the whole thing should be qualified as: In the case that a business is solving a problem, which _is_ typically the case in B2B (notice all your examples were B2C), _then_ this is a useful way of breaking down the typical questions you should be posing yourself.