I just finished reading the biography as well, and Gladwell's article gave me the same impression it gave you. Repeat a bunch of things from Isaacson, describe a false dichotomy between creators (the pious ones) and tweakers (the fallen ones), then position Jobs as a "false prophet" on the basis of the above false dichotomy. Next, set up yourself (Malcolm Gladwell) as being the only one enlightened enough to tell true prophets from false ones (a claim which would neatly place Gladwell's image next to the former ones). Oh and pick an opportune moment to say all this to generate enough publicity around yourself. Thinking goes: people have been talking too much about Jobs,; time for them to talk a bit more about Gladwell.

Isaacson is, in places, brutal on Jobs, but he doesn't resort to cheap tricks like this.