The article I referenced boils down to dismissing fears of online privacy invasion as alarmism. Exploring his own site's dependencies, Ben concludes that the third parties phoned home to for every visitor are probably harmless. He recommends that discourse focus on striking a balance between technology being convenient and secure, and not worrying too much.
This essay reflects a profound failure of imagination with respect to the present and future of online tracking, and the risk it poses to consumers and citizens. This is an issue which is at the heart of the business models and strategy of the world's most powerful corporations, so in my opinion having this blind spot (or, perhaps, degree of ethical flexibility) seriously undermines the veracity and objectivity of his analysis in many areas.