The article discusses how users often resist changes to products and services, and how this resistance is often met with a paternalistic attitude from designers and product managers. The author argues that users are not inherently resistant to change, but rather resist changes that are imposed upon them without their consent or input. The article suggests that a better approach would be to give users the freedom to choose between different versions of a product or service. This approach, known as Extensible Product Portfolios, allows users to self-select into new products or features, reducing the risk of alienating existing customers.