I also recently read Elon strongly criticizing/advising another company to 'get their factory [processes] working before building the big factory', which is the exact opposite of what said company was doing...
Seems like Elon is correctly advising those guys to avoid a lot of pain (while not-so-subtly pointing out to everyone the big mistake being made).
When being hired to automate a business process, I always tried to get/work with the client to explicitly streamline the paper/people version of the process first, and when they did a good job of it, the automation went well. I'd tell them that automating a mess just made a turbocharged mess, and merely guessing at what changes (implemented in automation) would be better was a crapshoot. If anything, I'd recommend making that approach a stronger requirement for taking on jobs.