More detail: the Dreamliner is 20% more efficient than previous generation planes. This allowed airlines to "break" the major hubs into many quicker/easier direct flights at a price that passengers are willing to pay. Boeing bet increasing value in this manner was superior than Airbus's bet to simply make hubs cheaper to operate.
Furthermore, some international and national air travel networks are in fact organized in a hub and spoke pattern, particularly trans-oceanic flights where demand is high and cost is the main competitive advantage, including business travel.
It's easy to claim now that the choice that was made a couple of decades ago was the right or wrong one, just like it's very easy to pick yesterday's lottery numbers, but if the world economy didn't tanked and if Airbus's projects weren't with so many delays then I really doubt Boeing's bet would be so right.
It can be harder than it appears. Never forget the poor Chinese guy who noticed that the winning lottery numbers were announced before the close of ticket sales, and got thrown in jail for his pains.
Especially among business travelers. Many business travelers may still shop on price up to a point but they'll tend to do so given that the flights have the same number of stops.