Olddog, You are right...it seems that the Forbes/IDCC article is against the lessons of Forbes itself...just an example of how they have "strayed" from their original journalistic responsibilities.
As for Golden Rule #1...this is just a rehash of the age old maxim something like..."Don't waste your time trying to strike gold...sell shovels to the prospectors".
And Golden Rule #2...Don't just sell them shovels, sell them britches, boots, and mules.
Similarly Golden Rule #3...Become the only one in town selling shovels and britches...
These things will work every time, and Forbes is making money selling what most already know.