Agreed. It seems to me that a lot of people assume that they can just reach their customers. For example, I deliberately try to make it hard to get in touch with me. I don't click on most ads (since they are almost never what I'm looking for) and I never answer promotional e-mail (unless it is personally addressed to me at which point I reply with a no-thank-you). If a company tried to reach me with their product they'd have to infiltrate places like HN and that is hard to do. So maybe the approach should be the opposite. Companies should focus on building a product they can market to people who will buy it and who they can convince to buy it.
