Odd... I didn't find the tone of the article to be at all confrontational. The author gave a great summary of the NoSQL movement, its goals, and how his team has an idea that might accomplish many of those goals in a different way.

If there weren't so many "ZOMG NOSQL SUCKS" articles recently, I might agree with you, but "The poorly kept secret is that it's all about scale, if RDBMS-s would scale, nobody would NoSQL, and by the way, it's a lazy solution anyway!" in the first few paragraphs triggered my "I'm really getting sick of this" reaction.