I guess that what the article is on about. Writing on its own isn’t enough, the culture must be set top-down to include reading and value added communications as well.
I think a lot of workers who do not have a craft per se just want to coast and pretend to work, and get offended or embarrassed when they encounter serious contributors that make them look useless.
There is an attitude toward the writer of “if you know the topic so well, then just handle ‘it’ and get ‘it’ done”. Unfortunately their idea of “it” has nothing in common with what is described or advocated in the writings.