That’s a reasonable point. Couple thoughts…

First, I definitely wouldn’t argue to completely throw out product superiority. The point of the article is to point out that product superiority might not be as important a factor as entrepreneurs think.

Second, I don’t know that I agree about people’s buying habits being far less dependent on muscle memory. Obviously it’s not technically muscle memory, but when I think of the majority of purchases I make — even things like the restaurants I eat at — a lot of that is habitual.