> Uh no. He had a problem - how to choose a medicine...

Did he though? He even mentions that customers generally pick whatever (because they don't really care what's the perfectly optimized headache pill they should take) and doctors thought it was neat, but no one really wanted to pay for it. Their solution (e.g. prescribing what they would typically prescribe) was good enough.

It doesn't really sound like there's a problem there.