(I'm the author) Actually, I would tend to think that TV execs do watch their reality TV programs & even suspect Zynga execs have at least played a bit of Farmville, and certainly should if it's their company's biggest initiative of the year. But I do think the eat-your-own-dogfood applies more in some businesses than others, as jonmc12 pointed out below. Though Google+ is one where it certainly could apply - not exactly steel beams or something.