I believe the article is the best representation of how companies should form their online voices. Instead of being overly proper and business-like, the Internet provides the foundation to loosen up and speak to consumers in a lax voice. The Internet is a casual form of communication and should be treated as such.
In comparison to other forms of communication, the rise of social media provides direct contact between the company and consumer. Traditional Internet communication focused on speaking casually with the consumer, now social media is about speaking one-on-one with the consumer. Speaking overly-professional makes the company come off as uneducated in Internet "etiquette."
