It seems he brings up a good point that goes into all levels of life. That is the "why" of what is being done. I do this because? A heretic is someone who refuses to do it because "that's what we do." The want to feel it out, test it but it into action and know that it connects and engages buyers/consumers/employees at a deep level intuitively. 
This appears as a threat to the dogmatic rule minders who say, "play it safe, be careful, what if ect." This is so prevalent in western Christianity. I deal with it all the time. Challenge someone's safe security blanket belief system and the wolfs will try to tear your head off. So I say, "fuck it." Don't try to change anything. Do something that is a reflection of that which you are.