Given the medium (rei.com) I think it is a fairly good article. Given the perspective of most here on BPL, yes it does miss the mark for most of us. But I have bought some light stuff from REI such as a SP GigaLite, 1 liter Platys, Calipene, Ti ware, etc.
Years ago when I first visited Ray Jardine's website, my first impression was a fringe lunatic. But now, I view him as the father of the UL revolution. Things pass with time. Interestingly, the Complete Walker IV (Colin Fletcher and chip Rawlins; published 8 years ago), has numerous references to Jardine. Back then, it appears that Rawlins did embrace some of the principles to some degree, although Fletcher seems to pooh-pooh a lot of it. The fact that CW IV attempts to review the state of the industry and BPing in general appears to be good research. And if I remember correctly, Rawlins classfied the UL movement as minimalist, as does the REI article.
The REI article is written to the majority of REI customers, and given the audience, it is pretty much spot on.

