I read this article and find it to be interesting for multiple reasons:

1. Peter tells a nice story about Passlogix. I like stories. 
2. I second Peter’s thoughts. Customers buy from someone they trust. It does not matter if you work in a big company or a small company. In order to sell, you should gain your customers trust.
3. I was amused that Peter found the mentioned phenomenon interesting. 

Did you ever think why customers buy? why do YOU buy? I always find it awkward when I hear experts talk teach about the art (or science) of selling, but they do not teach why customers buy.  IMO, a customer or a prospect will trust their sales rep if he and the company that he represents are professional, reliable, accurate and will be there when needed. Day or night.  Sun or rain. 

Many years ago, when I sold our first major (at the time) project, I looked at my prospect eyes and told him something along the following lines:

 Believe me… we know what we are doing, you are not the second or third customer for this kind of project

He knew that he was the first, but he trusted us..

 Marc Boroditsky is the president, CEO and a co-founder of Passlogix . He is passionate about his company and will always answer the phone. Companies should have passionate executives at all levels. I wish Mr. Boroditsky (I do not know him) all the best. Such success stories make my day. Learning from my own experience, one day he could not answer the phone for every customer. But then, he must have other executives with the same level of passion that will.

Assaf  adds:  He concludes with “small is the new big”. Maybe the correct line is “Big is the new small?”.