No, I'm not saying that. I was thinking about the hypothetical coffee chain, and I'm countering his idea (from what he writes, that any market change that happens is "inevitable" and that businesses can merely accelerate or delay that change).

I don't think Google had any plans for Reader except that making Reader would be neat. And then they decided that killing it off would be a better idea. I'm certain that it's hurting their business long-term.