How is something done both “months ahead of time” and “last-minute”?
The market is ruthlessly efficient. If something has a low barrier to entry, like his idea, then it's absolutely 100% guaranteed that someone else has tried it. Would-be founders need to do a brutally honest assessment of why they are going to succeed where others have failed.
Most founders of succesful businesses Ive met - especially ones who weren't absolutely outstanding talents in their fields - created businesses with very low barriers to entry yet that no one had tried. But all of them were three-dimensional ones. I get that this is HN so the assumption is tech, but in the offline world or at least the combination of tech with a big dose of offline (bigger than the one in this article) a low entry barrier says just about nothing about potential.
Have a sudden urge to have a nicely planned and well-put together weekend in a new cool place? Too much of a hassle to deal with yourself, maybe, but a whole lot nicer if you can just see what someone has packaged for you.