Sure, in all cases, acquiring knowledge of what the (potential) customers want is difficult. The point of the article is that vendors of layer N tend to think they know what it takes to succeed at layer N+1, but they don't, because that customer base (N+2) is different.

The other (more important, maybe) thing the article points out is that building layer N-1 turns out to be easier, because layer N is the customer and understands those needs already.