Totally disagree. I don't think I've ever heard this phrase used when someone's primary intention is to make a better wheel. If you're building cars, do not try to reinvent the wheel. Leave it to someone who is all about wheels.
Which is my main beef with this article: when it comes to developers, you absolutely can reinvent a piece of technology, but if it's not the focus of your business, you need to be prepared to make it your focus if it's really that important or that big an opportunity. There are a ton of great examples of technology being reinvented or improved (see HipHop from FB and FlockDB from Twitter), but they tend to represent a marginal plus to the business and are still not their core focus. I hate it when developers want to create their own database for their app, their own game engine for their game, etc. Wheels, game engines, and most software is a full time business, not an adjunct. Just use what's available to you until you absolutely need to do it over or do it yourself.
Which is my main beef with this article: when it comes to developers, you absolutely can reinvent a piece of technology, but if it's not the focus of your business, you need to be prepared to make it your focus if it's really that important or that big an opportunity. There are a ton of great examples of technology being reinvented or improved (see HipHop from FB and FlockDB from Twitter), but they tend to represent a marginal plus to the business and are still not their core focus. I hate it when developers want to create their own database for their app, their own game engine for their game, etc. Wheels, game engines, and most software is a full time business, not an adjunct. Just use what's available to you until you absolutely need to do it over or do it yourself.