I don't think I've ever heard of pipes to be able to have forgotten about it. However, after browsing the website for about 3 seconds I closed the window out of disgust with no idea what the product did. Compare this to IFTTT (which is fairly well known in this sphere) or zapier (which I had never heard of, but could figure it out after a few seconds on the website). It really might be all about presentation. Unfortunately I'm not willing to evaluate evaluate this statement in regard  to pipes because I'm not willing to look at their website any longer to see if they actually do what the article claims.