Perhaps it's just mistitled. "How to Work" might be more apt instead of "Working Smarter, Not Harder". After all, the second half of that title is also incorrect- you are in fact working harder since you are no longer doing leisure activities during work time.

It does feel a bit odd. A better title might be "Work Faster, Not Longer".

Probably also ties into the fact that this person's job seems very deliverable based. Maybe content creation? That is just a completely different set of requirements than most people's "keep butt in seat for 40 hours" jobs.

Oh I agree, it is the smart thing to do. But to me it is not working smarter - if you check facebook at work you don't work more hours, you just spend more time at work