While I agree with your sentiment, I would like the article to drill down on the reported behaviour. What happens to those people who gave good early traction (the 4 quick repeat purchases). ie do they continue to buy (niche) or do they move on to the next bright new-fangled thing. If it's the latter, as a two-person company, the fad may wear off quicker than allowing you to get the refocus, target etc.

Identifying who these buyers are is the key ... and ultimately very difficult to ascertain. Any tips on that would be incredibly valuable.