The exchange rate between USD and BTC is quite volatile. Either they have to constantly change the bitcoin price, or your pizzas will frequently get quite a bit cheaper or more expensive.
If they are to have chance of replicating that success, I would think they have to aggressively brand Mojang as the "creator of Minecraft". Maybe then it would be possible. I know of Minecraft, but I didn't remember that Mojang was the company behind it, before I was reminded by this post.
The article states that a company with high margins, is at risk of being outcompeted by companys with lower prices. This makes sense, but in the case of Apple, lower priced products have been there for a while and people still choose Apple.