They do in some cases want their video "now" (not in all cases), but they'd be just as happy if the "stream" stuck around in some form for a while rather than evaporating immediately.
Of course, I read the article, and at first it seems I was wrong. But... if you dig deeper, there's still an interesting aspect to my initial reaction. Delivering live streams to 10,000 users? Yeah, you're in for a world of hurt. But one hour of 1mbps video as a simple file is ~450 megabytes of data, and delivering that to 10,000 people an hour average is more feasible; there's more tricks you can play if you're just distributing a file and not a stream, not the least of which is torrenting. Some people might not get it in an hour, but it's a lesser problem to come close to an hour download time than to get everything necessary for the stream to work.
If you're not trying to stream, the problem is significantly reduced back to something manageable.
Whether this actually helps, I don't know exactly. But I certainly don't think it's as dire.
Interestingly, I observe that the big video sites seem to not stream anymore, they all let loading run ahead if possible. Maybe this is the reason?