Pricing should be easy to understand for your target customer. I am surprised the article does not make mention of it. Startups who focus on value metrics too much may lose sight of it.
So I agree with this on a personal level, but I wonder if this is true for certain markets. There are a lot of businesses out there with opaque pricing (AWS is a good example, but there are smaller ones) and it seems like there are some areas where you can get quite far with very opaque pricing as long as the person buying is not the person signing the check, and the product is Mission Critical (tm) (even if it really isn't).
