It's just a list of things he thinks he did wrong but really no explanation as to why those were the wrong things to do. Some are perhaps a bit obvious as to why they might hurt .. but it just ends up as a list of sort of truisms...

We don't know what the product even was, maybe that list hurt him, maybe he was selling solid gold propeller beanies ...

Well it’s one founder’s mussings on why they failed. Just getting it out of their system. Maybe it was therapeutic for them. Maybe other people will say “aha!”

There is no expectation or obligation for anyone to have a unified theory on business failure. It’s okay to just have a personal story.

No problem with a guy telling his story. I'm just saying there's no reason for me as a reader get anything out of it as we don't even get good explanations on why doing X, Y, or Z failed. Just for me as a reader a startup failure story not including the product / market ... could have been entirely the product / market for all we know.