I'm not so disapproving of the article as others. Yes, it is all about image and perception, not practicality. But, like it or not, people in general are extremely concerned with image and perception. All of us are, as much as we'd like to deny it. If your response is "oh but it doesn't bother me what other people think" you're probably carefully building a self-image of some kind of maverick.
And the long term uptake of e-bikes will be very dependent on this perception. If the general perception of ebikes is that they are for eccentric nerds then their broad public acceptance will suffer as a result. If they are considered cool urban transport they will be more accepted.
If the e-bike is to really take off then people are going to want a pigeon hole (or pigeon holes) to put it into. And at the moment it seems it's still up for grabs. So I don't think the article is complete cobblers. Although I found it hard to read as it's so waffly, and did skim a lot.