This is very entrepreneurial in reality. An excerpt from the PDF linked on that page:<p>"Whereas stupid is being the guy in 1978 in a Ford Transit driving around and visiting shop owner after shop owner trying to convince them to sell brand new denim pants made to look worn."<p>It seems like the entire campaign is about dismissing our risk averse society. This is a pretty consistent theme in the stories posted to HN. If this theory was wrapped up into a dry blog post made by some "important" software development figure, people would be gushing all over it.