The supply of customers is not endless. It's in Shopify's best interest to optimize the churn to success ratio - not simply have more success stories. We all know the metric. Happy customer tell three people. Unhappy customer tell 10 or more.

That is, as the number of failed store owners grows so does the fiction and reputation debt for the Shopify brand.

But is the Shopify brand featured prominently during the shopping experience?

I would assume no, given the article's assertion that Shopify is just a facilitator, which lets the shop's owner shine instead.