The advice is more apt for B2C services where the users don't care about the features - for example I don't care if Grooveshark lets me write a 140 character review for an album or not as long as it lets me listen to my playlist; but for B2B, features are the core, aren't they! - for example if there are two invoicing solutions, one which supports time tracking and one which doesn't, I will definitely go for the former.