I didnt like the article either. I had different experiences than the ones he described and I also doubt he even had those experiences himself.

Also, while some of the experiences are not consistent within the time apps, they are artifacts that users already recognize- did he really get confused by the "cross?" Its a plus and its in the upper right hand corner of an app where you can add alarms...

This kinds of reminds me of an anthropologist trying to get a paper published in an journal for psychologists. Where is the rigorous application of science? Where are the statistics?