Strong disagree with your disagree. What the article is getting at is that, setting an example is completely insufficient for leading a team in the right direction. As someone who's been there, I know how obvious it can feel to you that you are communicating by demonstration. You feel so strongly about it that you can't really comprehend that others aren't picking up on that (hint: unless your team is exceptionally empathetic AND has an absolutely great relationship with you, they're not).

The point of this article, as I see it, is that sometimes you need to say what you feel like goes without saying. That's a lesson that not everybody needs. But those who do need it, need it phrased in exactly this way. Just because this article doesn't vibe with you personally doesn't mean it won't deliver a TON of value to someone who's struggling with this situation.