I'm a bit confused about the moral of this post. He says:
"Before you do anything with your business you need to ask, is this something that makes me more money? Or is it just to stroke my ego"
But in the paragraph right before that he says he adopted a no bullshit policy to call out problems to his customers in a direct way, and that it filters out the customers that can't take it. But if his conclusion is really just about making money, wouldn't he make more by taking in all customers, stroking their ego and making them happy, even if it means creating a bad product for them?
The goal of having a business is clearly more than just money. I think it's ultimately about pride, no matter how well placed that pride is. It's just that some people get enough pride just out of having a business, while others get pride out of providing the absolute best service they can possibly provide, and others do get pride by just extracting as much money as possible.
But we celebrate businesses that turn down lucrative deals when they're unethical, and admonish them when they adopt shady practices to force more money out of their customers. Lots of times, running an ethical and high quality business aligns with your business goals, and many business owners put that goal above money, and still make enough money to be successful.
I don't think being proud is a bad thing, it's just that it can be bad if you're proud of the wrong things.