You see, I don't think that's a fair evaluation. The "common terminology" (one I always wasn't willing to share because of its bias) was changed beccause its bias, not to change the bias to fighting. And singling out this sentence as "setting the tone of the chapter", when he later also talks of nonmaterial rewards that are, as common terminology goes, are purely of roleplaying rewards as well as rewards that hinge on roleplaying (rewards like the horse that reward players for pure character choices like handle animal or apraise).
Note that I'm in no way associated with wotc or Mr Baur and even though some of my posts on this board may make me out as one, I'm no wotc fanboy that defends their every choice either (it's true that I find myself defending them quite a bit- I find them regularly attacked in a way I don't quite think is fair).
However, from the adventure building articles it would seem I share a great amount of positioning with Mr Baur and I find the idea that these are positions of "hack and slash"/"all about loot and xp" not represantative of this position.
I don't want to say that it's your intend (I can't know), but by highlighting this one sentence you influence both the focus of this discussion as well as the püerception of those that read the article from your given link with the preconceived highlighting of said quote. And I just don't think that's healthy for the discussion.
In my expirience the adventure builder articles have given a very balanced view of mechanical and nonmechanical gaming and some great ideas for blending the two. You are free to see this differently, but I'm sure you'd protested as well if I had posted the link, quoting a sentence more lending itself to the more characterisational gaming and a simple abigous discuss beneath it.