Materials have desires, affordances and textures; they have grains. We can work with that grain, understanding what the material wishes to be, wishes to do--or we can deliberately choose to work against it. We must understand that grain and make a deliberate choice.
Now, in 2014, it is obvious that Tom isn't talking about materials in the traditional 'craft' sense - wood or stone or glass - but about anything that can be crafted, code, or an api or even behaviours.
Clearly, going against the grain of behaviour is a tough ask, but as Matt Locke says, audiences are learning new behaviours all the time, so the playing field grows and grows more interesting every day.
2014 is going to be a great year to be crafting.