This is an interesting perspective but it only applies in cases where the use case doesn't already exist. For example, shoes are exempt. Another example I like is wood working tools. I need to cut wood in a certain way; buying a miter saw (while requiring a bit of setup and on boarding) has a net negative "second price" given I'm already committed to replacing every baseboard in my house.

But I like the author's perspective, so I agree that we should at least consider the second price and prioritize purchase of items for which it is negative.