He makes a very good point. When you pay $500 for a meal it is very disappointing to see a receipt like that. I never really thought of the receipt as a marketing opportunity but now I realize how important receipts can be as a marketing vehicle.
Receipts are just receipts, and there's no real value you can provide for me there. Instead, remember who I am, and welcome me back next time.
I should also note that the author's point could have been better elucidated without relying so heavily on braggart anecdote.