customer ignorance as a profit center

Gary Hamel:
"if customer ignorance is a profit center for you, you're in trouble"

This quote was found in "Talent is overrated: what really separates world-class performers from everybody else" by Geoff Colvin I just bought. Priceless, the quote that is, the book cost some 20€ in local bookshop, in amazon it would have been cheaper. And that's exactly the point made by the writer. Information is cheap and financial capital plentiful. But talented people are scarce and in many cases, the bottleneck.
This reminds me about another book, "Free" by Chris Anderson. He urged to check what is scarce and what abundant. And how the balance between the two is changing.