For me, it's a great read. Yes, I cringed when I saw the word "Rules" when we are talking about beautiful UI. However, after reading the article, he is just using it as a framework to convey the message. And it works for him (and me) who are not "designers" but still aspire to create great designs.

I say read it lightly. To me, an engineer realizing the importance of great design is a huge thumbs up for me. I would hire him in a heartbeat.