That, and it just reminds me of the hustle startups do all the time. "We're rebuilding the internet." Come on...
Regarding the actual management content of the article: it seems too good to be true. From what I can understand of the article's explanation of "link leads" and "evolving roles" - it essentially reduces job description to a generalist, jack of all trades perspective.
That's not realistic. Once you pass that beatific startup culture point, you need structure. Structure isn't a bad thing. It's faulty managers who give it a bad rap, but from a group dynamics and sociological perspective, implementing structure in a company makes sense at scale and for maintaining/improving productivity.
Unfortunately, it's trendy to be anti-all-things-BigCo nowadays. "We need an idea for how to run our company!"..."Well, what's Microsoft doing?...Aha! We'll do NOT-THAT!"...
Personally, if it works it works, but I think I'd hate it, and I'm skeptical.