He's saying that consumers are less likely to pay you for web product features than he thinks you think they are. He's also saying that he thinks the way to get money from small business customers is to have a quantifiable value proposition: he thinks you need to be making them money in a way that you can clearly spell out in terms a company controller would believe.

Thanks.

If that's what he meant, then I have to agree with a few of the others -- it's a terribly written article even if the points are good. I appreciate the explanation!