And if anyone wants to start a software company and run it from a sales or marketing perspective, they're free to do so! Nothing special prevents it.
But from my perspective, the author begins to answer his own question with the 'soft skills' musing. When people without measurable skills are in charge of things, you run a much higher risk of incompetence derailing the business. And even one or two average-competence people in leadership positions can make any organization inefficient.
Also, I think his point about quality being a secondary consideration to customers should be explored more. That point is only true when there is a high cost (be it time, money, or fear) to switching products, and thats where you see the sales based companies succeed. Software is often easy to replace, in relative terms.