It is an interesting and well considered piece.
One of his thoughts is about the way blog content is delivered which means the visual identity is less important. As a blogger your personal brand is communicated more through what you write and how you act as a blogger - how your site looks is less important than ever before, especially for your audience that reads your RSS feeds.
This issue of visual branding is also significant for re-purposed content. Say you want to offer a stry to the media, thoughts about Serach Engine Optimisation may colide with how you offer branding in video, MP3, SMS, newsprint text, an interactive PDF, and even the web page on your virtual press office.
As Simon says it is all about presenting values.....