Exactly, I was confused too. The authors clearly mention what the parent comment talks about, albeit towards the end of the article, that the 'J' bundle meant that these firms were not set up for success once they 'caught up' and were required to innovate not just process but from the ground up to envision new categories (e.g. iPhone).

Thank you, I was confused reading the comment above, because the article pretty clearly laid out the benefits and drawbacks of the system. I didn't see any idealizing.