Yes, employees that use their own product generally a great and encouraging sign.
But what if you find out that the employees at company A use their own product only because the CEO ordered them to do it or get fired, and they actually hate the product themselves too?
No longer quite so encouraging.
They are mistaking the indicator for the thing indicated. Dogfooding is an indicator of quality and commitment when it happens naturally; when you artificially compel the indicator, it's no longer a good indicator.
But what if you find out that the employees at company A use their own product only because the CEO ordered them to do it or get fired, and they actually hate the product themselves too?
No longer quite so encouraging.
They are mistaking the indicator for the thing indicated. Dogfooding is an indicator of quality and commitment when it happens naturally; when you artificially compel the indicator, it's no longer a good indicator.