The post doesn't say anything about worrying about it being stolen.
> For me, the ultimate laptop bag is one that looks nothing like a laptop bag; it should look like nothing special at all.
If this was a security through obscurity tactic, why would they publish this blog post?
To me it seems like a pretty good strategy, with the downsides being you have to lug it around by the handle (no back or shoulder strap, which would spoil the camo effect), and it doesn't have pockets for small things like cables / dongles / etc.
Why else try to hide that this is laptop bag?