To be fair they did say a problem that they don't have. If you're Google, Netflix, Facebook, Amazon, etc. 10% is probably pretty compelling. It's probably safe to assume that asuffield doesn't work at a company that operates at that scale.
Erm. I suppose I should mention that I'm an SRE at Google, but I'm very carefully not talking about my current job here (which is special in ways I can't discuss). Interpret my perspective as relating to personal projects and a career of working at assorted medium-to-large companies.