You see, it's articles like this that highlight some of the problems with the tech industry today. It's about CRM, and tries to analyse what's worked and hasn't. The problem is that while some of the micro-level stuff is OK - massive learning costs, ROI - the macro level is totally overlooked.
That's the strategic side of the argument, or at least it should be. Is this technology a strategic fit? Can it/will it support our strategy? When questions like this go unasked, technologies get bought for the wrong reasons, and a backlash results - like with CRM.