The author of this article is interesting because he is so obvious: "It's about giving people a great experience." In other words: it's all about selling stuff to consumers. Which is a great thing to say if - like Baekdal - you are marketing yourself as a guru to people to want to sell stuff. Many "usability" discussions have the implicit (sometimes explicit goal) of making it easy for users to do things without havi…
That's the point: "It's about giving people a great experience".
You made a mistake right off the bat by setting up the argument that "it's all about selling stuff to consumers" instead of the one actually made in the article. You're disagreeing right past agreement.