Using the Wheel – a story

This is an adapted version of a story from Selling the Wheel, by Jeff Cox:

Once upon a time, long ago, a resourceful fellow named Max came up with a brilliant idea and invented the Wheel. He said to his wife, ‘you know what, the Wheel is going to make us lots of money’.

His wife replied, ‘it seems to me that if we’re going to get rich, you’re going to have to go out out and get people to buy and use these Wheels of yours’.

‘My dear wife, the Wheel is is a brilliant invention! One does not have to sell brilliant inventions; they sell themselves. One does not have to instruct people how to use brilliant inventions; they are so intuitive, anyone can use them.’

Can you guess how the story progresses?