Interesting thought, olly; so I took another look at the piece. The writing that made me put sheesh is purported to be by Jeltes Consulting, whoever they are.
I know that there are a lot of fields that have their own jargon; but it sounded to me like this company created their own--that is, what I did read did not seem geared to the architecture world but could be used for most of the companies they consult for. Maybe. Dunno, couldn't bring myself to read more than a couple of paragraphs.