This article is all about a company (does't matter much that this is RyanAir) that chooses to identify itself by four promises, and they keep them. They deliberately choose not to value things that other companies will value (customer support) in order to attract customers.... and guess what? It works.

Startups should think about their core values and choose a set that they think will work the best.

Hey.... wasn't Hacker News that website with news-links of interest to hackers and startups?