Bored of eating your own dogfood? Try smelling your own farts

The author recounts a frustrating customer service call with a large company that touts its AI and innovation yet delivers a terrible phone experience. They argue that 'dogfooding'—using your own products—must extend beyond surface-level usage to include enduring painful customer journeys, contrasting the large company's indifference with a small startup whose leaders personally engaged with cancellation feedback.