Earlier quoted context omitted.
The author's point is that for some projects wireframing may not be appropriate. I've had this experience on numerous occasions where let's say a full-color design comp or an interactive prototype would better serve the concept, which may be hard to grasp otherwise. This is especially true when taking a design first approach, or when your project gains nothing by illustrating hierarchies, navigation, or other wirefra…
The author either thinks the readers are either stupid and don't know the difference between a Hammer and a Screwdriver and why you can't drive nails with a screwdriver.... Or the author is stupid and was driving nails with a screwdriver and wrote this post to explain why they changed.
For example, if you are looking into hiring a designer, if you didn't read the article and makes the obvious decision of asking a wireframe from the biders, you just alienated everybody that could make your site great. That this is obvious for the alienated designers changes absolutely nothing.