This feels like they are trying to make the powers of 10 fit too much. I think the thoughts behind the article are good, but I disagreed on most of the timings.

I agree. The title intrigued me, but then I quickly realized it was completely forced, not to mention it stopped being logarithmic after 3 steps.

An amusing sample of the prose:

Most usability studies last from 1 to 2 hours because it's hard to recruit users to come in for longer tests. In fact, unless we're testing kids — for whom an hour is the max — we usually limit our test sessions to 90 minutes. People tire after an hour or two.

Wonderful stuff, as is the norm from the Nielsen Norman Group.