It is a common refrain with all of the musicians I have worked with or spoken with. It's what separates the greats from the rest. Can you customize your performance to both fit the situation and make it better?
Some musicians try and cookie cutter everything, playing the same riffs for every tune. They phone it in. They shove the square peg through the round hole and call it a day.
Others just want to solo and draw attention to themselves. They have impressive skills, but they step all over everyone. The mood and the meaning of the song are trampled in an attempt to steal the spotlight.
I like to think that the work I do is the social media equivalent of playing for the song. I customize the content I develop with my clients and I stay in the background.