He begins his "ultimate visual" example with a straight-out-of-camera JPEG which he describes as "good-to-go." It is in fact a DIGIC-IV processed mangle job which suggests he either can't see or really doesn't care or what? Why did he do that? I can't post his photos here, but I took 5 minutes to make a few basic repairs to that JPEG:
http://img205.imageshack.us/img205/2756/digic4.jpg
He then goes on to show the readers "what a 'zeroed' RAW file actually looks like straight from the camera." That's simple nonsense and suggests his understanding of how a RAW converter functions is out there in left field. I'm going to make an assumption here that may be wrong, but I'll bet this guy's experience with RAW file conversion is pretty LR exclusive. There really is no "zeroed" RAW file appearance. Every different brand RAW converter has it's own "zeroed" processing of the file and they all look different.
As he continues his descriptions he uses the wrong terminology which really bugs me. His readers aren't going to learn when he talks about added brightness and blacks instead of talking about applying a tone curve to the data. We (photographers) have developed specific terminology over the past 180 years and we've refined it to best advantage to help us understand our discipline. The author here is an undisciplined hack.
Joe