Talking about a previous role from different perspectives (end-user, technological, business, etc) shows a balance that is rare and valuable in our field.
There are many expert technical developers that are no more valuable to a company than an average developer. They are too busy focusing on the craft and the process more than the overall product, the end-user experience, and the business value added.
This is true, but I think misses the broader point of the article. It's not really about the title you have (though that's unfortunately what the name of the article suggests), it's about explaining your personal value to an employer in terms of business value created.
> For most of us the people hiring and judging
> our work are programmers themselves ...
I wonder if that is true. Certainly most programmers I know personally were interviewed by programmers, but the final decision was taken (admittedly with advice) by non-programming business people.