It seems like the fundamental problem for the scenario presented in the article was an inability of the customer to communicate their strategy and a completely hands off approach during implementation when they should have had at the very least biweekly checkins with developers with pre-negotiated milestones.
A restauranteur wouldn't develop a menu without input from a chef or prior experience as one. A layperson wouldn't design a real building without input from an architect or engineer.
Yet for some reason a myriad of non-technical people (read: laypeople) feel empowered to design, spec, and strategize about software. It still boggles my mind that "product management" is a real profession.