It's easy to get caught up in the profanity segment of this article, but I don't think that's the main point. I personally am not a fan of profanity in my personal or professional life, so I agree with edw519, but I get the feeling that the gist behind the article was more like "Why focus your energy on things that make you seem professional rather than doing a great job?" It's the difference between going out to get your haircut the morning of a big meeting or sitting in front of your computer burning code trying to put in that last feature you've been thinking about before you have to present. It's tossing ideas around through conversation and prototypes rather than through a monolithic "Business Requirements Document". Perhaps the suggesstion is that a common feature for small businesses that don't do so well is worrying first about the clothes and the office and the letterhead and the large staff, and second about the product.