Completely self-serve is not necessarily the right answer. But some level of self-serve combined with an expert matching system would be quite interesting. It's not just founding C corps with standard Bylaws and Certs, but everything you can get a good handle on, like;
Terms of Service, Privacy Policies, Offers, Purchase & Sale, Warranty, SLAs, etc.
And it's not about generating some obtuse document which you hope no one will truly read and understand... you could generate, essentially what amounts to truly usable and human friendly documentation, backed by fully automated document generation.
Like any problem it comes down to defining the inputs and the outputs. How dynamic do you make the documents? How complex do you make the user inputs?
I think the one point the article makes is, how often is an automated tool appropriate to use and will the user know if that's not the case? Even in the cited case there's a lawyer involved who messes up.
I've found that if you prepare a document in advance which, lays out what you hope to achieve, and it's not fatally flawed, they will use your docs and ultimately charge you less.