After reading that article, it honestly sounds like the author is arguing against the entire concept of strategy, and would probably love Google's "I realize we already have two of those we put no effort into maintaining, but let's compete with ourselves by launching a third and telling everyone it's the future" anti-strategy strategy. Hell: what I want from Google is to see a strategy, as all I am seeing is complete and total chaos. What this article calls "strategy tax" would be better called "bad strategy", and I don't really see the alternative suggestions as better, as there are assuradely solutions (such as making your web browser a component and sharing a layout engine with the word processor, allowing the browser to edit and save simple documents in the format of the word processor, which is then essentially a paid upgrade to the basic editor) that make more sense than "let's sacrifice our high ground on what sounds like a bet".