I wonder how many of the commenters so far read the Experience = post that I linked to in this post? 
Maybe you are smarter than the average bear, but I regularly engage with big brands and publishers, who just want to "build an app". They do not see the bigger picture that, to be the most effective, they need to build something beyond an "app". The point of this post (and my other posts regarding Experience) is to help them gain a broader perspective.
I've found it works well.
So, my point is that this narrative is very, very well known and I think this was already described in marketing books from the 60s-70s but this is just out of memory. So, that is why I said this is nothing really new.