For us hacker types, I think the most relevant tidbit is this:
Making the product, which Ulukaya registered under the name Euphrates, was the easy part. It was much harder to run the factory, hire the right people, handle sales and marketing, and secure wholesale buyers.
This is similar to what you hear from startup founders: making the product is relatively easy compared to the "business stuff" such as hiring, marketing, sales and so on. What is not clear -- to me, at least -- is that did the making of the product simply appear easy because it was enjoyable, and vice versa?
This part is interesting too:
In 2005, Ulukaya received a piece of junk mail, from a local real-estate company, advertising the sale of a yogurt-and-cheese factory that had closed down. He went to see it.
I don't know if this is proof that junk mail is common because it works. Maybe it is. But think about how much sheer luck was involved here. He got some junk mail, which he happened to browse (out of boredom?) or maybe he was just staring at it while thinking about something else and it suddenly piqued his interest. He then leveraged that luck by actually going to see the factory. If he had not, then Chobani would probably still be a small-time producer of yogurt today.