Article's paywalled, so apologies if this is out of context, but it seems like a legit point in this case. From the 1950's through the 90's IBM was familiar to consumers. You'd probably have used multiple IBM products at some point even if you didn't own one; you certainly knew about them. If nothing else, IBM typewriters and PCs were ubiquitous. That version of IBM is gone, and it seems reasonable to argue that this is a negative. (Whether or not you agree with it.)