From what little I gathered the author believes that it is more important to educate the customer about what software developers do than to code? Or that our job is solving problems, not coding? (which if you are a software engineer, solving problems and coding go hand in hand). But then he conflates software engineering with IT.
Can someone explain this to me?
I'm not necessarily saying that was the case with this article, but I do agree that it lacks substance, purpose, and a clear message.
Some people are code monkeys, but many software developers (especially consultants) are fortunate enough to be primarily problem solvers. There is certainly a degree of creativity required for programming, you have to be able to think outside of the box, approach the problem from several prospectives, and it requires a wide range of skills and experience to produce a good solution. Sometimes it's even necessary to throw everything away and start over, just like an artist. Many professionals are problem solvers, lawyers, engineers, architects, soldiers, etc.
Also, "How to Rant your Way Into the Front Page" by the same blog author and HN user, http://www.andresosinski.com.ar/blog_view_entry?id=4
The problem is not that people are submitting these articles, it's that a huge number of people upvote it to #1 just because of the title (speculation on my part).
This is basic, solid advice for anyone. It's also shares the same goals with most software engineering methods or meta-technologies: Scrum, BDD, user stories, etc.
Rather than blindly implementing features you don't understand, you find out the underlying reason for the request. If there is a cheaper or more effective way to accomplish that goal you can suggest it to your customer.