This kind of data is commonly modeled using item response theory (IRT). I suspect that even in data generated by a unidimensional IRT model (which they are arguing against), you might get the results they report, depending on the level of measurement error in the model.
Measurement error is the key here, but is not considered in the article. That + setting an unjustified margin of 20% around the average is very strange. An analogous situation would be criticizing a simple regression, by looking at how many points fall X units above/below the fitted line, without explaining your choice of X.