[ufmace]

That did sound weird to me too on the food truck side. Most of them seem to go from place to place almost on a whim, and the customers go to them because they're pretty good and right there. I don't think anything on the internet is ultimately going to do that much for them. Their customers either already see them because they see the truck, or they aren't going to bother travelling halfway across the city for it. I like food trucks all right, but I don't think anybody likes any particular food truck so much that they'd travel for 20 minutes to find a particular one.

[Frondo]

Programmers are smart systems thinkers, or they can be.

And they (we) have a tendency to think, "here is a system that I have derived from first principles, and now I can apply it" ... which is, frustratingly, not how the world typically works.

No plan survives contact with the customer, but the kind of confidence that guy writes with can be dangerous because it can lead people down a long wrong path.