Design criticism: it's a funny, multi-layered, self-referential world. Every decade or so, there is a renewed call for recognising its importance. It has a close-knit group of disciples that are as small as they are dedicated. And it publishes many articles about itself.
Ellison's article is an articulation of the shifting attitudes towards design criticism that I have noticed from an editorial position. Strongly encouraged to achieve web traffic results, a writer must use SEO formulas, and using them means writing about design with keywords based on mass misunderstandings, or broken terminology, popular in Google searches. This means articles use clunky descriptions like "logo identity designs" or "logo brands" as if they were legitimate terms. And if they are used enough, they eventually will be legitimate.