The author positions his pitch about being all about the product and the value the customer sees in it, when I think a large portion of the potential client's decision to pay 35k is based on this guy's ability to actually bring it to market. If the potential client has no idea who you are, I think it'd be crazy difficult to sell them on a 35k "idea". They'll need to get to know you, and the author doesn't really touch on that point.