Since the article doesn’t directly give an answer, I’ll assert that it’s a result of the proliferation of screens and what younger generations are used to seeing. When selecting a typeface to modify for a brand, it’s becoming increasingly difficult to not feel comic-sans type objections to anything with a little character.

I predict the future of branding will be comprised mainly of symbols (logos). Names will all be in a similar, device friendly, typeface as we see here.