I saw a lesson where the Collin and Katie talk about raising because your hand has no showdown value. And this I think is a more applicable lesson to the hand example shown in the article.
That and just knowing your outs and calculating
odds. on the flop, James had and incredible 18 outs. If James understood he was the statistical favorite, he would be value betting the whole way down.
Leave out the lesson about semi-
bluffing and raising pre-flop, it's all about value betting a hand that is the statistical favorite to win.
It's a good article that brings up some quality points about calling as a leak, but the example, I think, misses the mark.