The point wasn't that David has beat Goliath. Netflix and Apple are examples of companies that changed the rules: when was the last time you visited a Blockbuster or used your Palm Pilot? What happened to companies like Sears, Border's, Radio Shack, Kodak? The point is that the mindset that used to enable these companies now works against them.
I could maybe see Netflix as an example of what the author was talking about, but how exactly does Apple fit in there? Apple is all about branding and mass-market appeal.
FWIW I had the same thoughts as the GP while reading the article. Look at the examples that it gives for brand fragmentation: Halo-Top, Talenti, So Delicious, Ciao Bella, and Coconut Bliss.
Talenti is a subsidiary of Unilever. Ciao Bella is 50% owned by Sherbrooke Capital Management. So Delicious is produced by WhiteWave which is owned by Danone (Dannon).
I think the article makes some good points, but ultimately gets a bit too cute trying to paint "information abundance" as the cause for all the discussed structural changes.
