[lloyddobbler]

They did - explicitly in the section that starts "Obsessing with Customer’s Experience is a Win."

That being said, when writing engaging content, it's usually better to show, rather than just tell. That's also what they did here.

Last thing - they wanted to convey the message to as many people as possible. If the article was entitled "Put the concerns of the customer first before yours," virtually no one would read it (and no one on a site like HN, Twitter, or Facebook would click through to it).

[cloudmanic]

Great point! I title was something I considered. I wanted something provocative. (without being click bait)

[charwalker]

That title might even kill it in general as we'd read it, agree, then move on instead of clicking through to read the story.