Agreed - but I think part of the point of the article was that the 'non entrepreneurs' that were being hired 'didn't get it'.

I a perfect world, there would be no need for Core Values to be written down. However, as the article points out, at some point in a venture's life, it grows big enough that you can no longer assume everyone is 100% aligned.

Creepy to an entrepreneur, no doubt. However, potentially very necessary for non-entrepreneurs to act in the proper manner.