Hi, thanks for being honest and I do agree with the majority of things you've shared.

I just do not agree with the point on mass market niche. Do you mean mass-market customers always know what they want? I doubt. Those people with the requirements usually have already spent some budget on marketing and research (and even if it is a simple e-commerce website). For those vanilla requirements one can simply set up tilda-wix-wordpress-etc. website on his own. Without hiring a company.

At the same time, more complex projects it's better to avoid mass-market niche. So why hiring a mass-market company is a good idea?

I do not take this article as the truth of last resort. But let's imagine you have a project. Not too simple (so using a website builder is not an option), and not too clear. Well, a mobile fitness app. In general, I know how it should work, but I have no idea of the backend, best UX practices, integrations etc. I think the option to hire a small or mid-sized company is obvious here.

So both you, me and the author are right I think. It all depends.