It's very misleading to compare pizza places to web businesses.

Every new pizza shop adds tangible value to the system. It has a physical presence and sells a physical good that fulfills a basic need.

A web shop, without marketing, adds basically zero value to the system. It's not like you can "walk by" and discover that it provides something. And I don't think any pizza shop bootstrapped its business by offering pizza for free until it got a critical mass of popularity.

The message makes sense, but the example does not.