The article states the problem quite well, the people who want software solutions really don't understand what software is. I find that users' and managers' mental model of software is all too often 'magic box'.

From Frequently Forgotten Fundamental Facts about Software Engineering: http://www.computer.org/portal/web/buildyourcareer/fa035?utm...

RD1. One of the two most common causes of runaway projects is unstable requirements. (For the other, see ES1.)

ES1. One of the two most common causes of runaway projects is optimistic estimation. (For the other, see RD1.)

ES2. Most software estimates are performed at the beginning of the life cycle. This makes sense until we realize that this occurs before the requirements phase and thus before the problem is understood. Estimation therefore usually occurs at the wrong time.

ES3. Most software estimates are made, according to several researchers, by either upper management or marketing, not by the people who will build the software or by their managers. Therefore, the wrong people are doing estimation.

Glass has a book that goes into more depth on these points and has numerous citations (Facts and Fallacies of Software Engineering, Robert L Glass) and covers a wonderful variety of other topics.