Yes it's great writing. But it's not really about automating I feel (please chime in author OP?). To me he wanted to get away from customer email ghosting and disputes. He chose to change the customer support approach and create customer service tools to manage the common requests programmatically. I feel from the writing that his original vision, or continuing to extend the product and scale it, has now changed to maintaining it as is. He realizes customer requests and the time/disappointment of all that grows linear to revenue and does not want to do that any more.