You're missing his point. He's saying that the whole point of having an "account" is often not actually necessary. Domino's and Southwest are much more focused on making it as easy as possible to buy a pizza or a plane ticket, without an account being mandatory.
I was attempting to say it may be more convenient / less expensive for the vendor if all customers are forced to have self-service accounts rather than having to complain to manned customer service or via twitter or whatever.
