The reality is much simpler than the article would have you believe. The article goes through all these convoluted explanations about value add but the simple fact of the matter is that SSO is the one differentiator that businesses will guarantee pay for. The other features are often unknown to stakeholders outside of the internal champion and need explanation oftentimes. But SSO, enterprises always need at a certain scale. So it’s incredibly effective because it’s the one feature that every single enterprise that wants to purchase your product cannot do without.
In fact, the exact opposite conclusion of the article is reached if we follow this logic. One of the taglines reads: Buyers want different things. Well, maybe the stakeholder/champion actually using your software might. But often they are not the ones that are making the money decision in an organization. The people who ARE making that decision, however, do not want different things. They probably could care less about different things. They want SSO.