Well, this statement is true for Disney, Nestle, Apple, Amazon and other leaders as they focused mostly on the customer/user experience.
Digital Transformation is in almost every c-level magazine, blog and whitepaper, and executives do not want someone coming in and disrupting their business.
If you want to reap the rewards of the digital revolution, a smooth, easy and positive user experience is vital.
People may not be getting technically proficient, but they have become more comfortable using their smartphones to download music, find the nearest movie theatre or pay for purchases. This raises the bar for user experience.