Yes, it's quite refreshing to see great literature quotes in a "technical" or "business" kind of blog post. His reference to Owen's poem is incorrect though: the phrase originates from one of Horace's Odes, which Owen is quoting from. In Owen's poem, the phrase was used ironically: it's about as sweet and proper to die for one's country (or startup) as mustard gas and dead horses stuck in the mud. Perhaps the irony is intended....?