My problem with this article is he mentions that to avoid being a commodity, you need to build your own product, then ignores the rest of that path.<p>There is obviously lots of money to be made that way, even by 1-man shops. I do it (sell custom/semi-custom electronics) and my fulfillment and inventory costs are minimal.<p>Sure, reselling most products is relatively low margin (but profit is profit!), but it's not like the only choice is "digital" vs. "resale."