This is very much in the vein of Jobs to Be Done theory[0]. If you haven't heard of JTBD before, I would implore you to check-out Clayton Christensen's famous "milkshake" video here: https://www.youtube.com/watch?v=sfGtw2C95Ms

It goes into enlightening detail about the same framing of competition as the author here does.

[0] - https://jtbd.info/