That's kind of the point. The perfectly lit and exposed pictures they took for demonstration purpose are infinitely less interesting that the well composed ones. From my experience, a well composed picture with technical flaws will always be more interesting than a studio perfect picture showing something uninteresting.

I'm intentionally provocative with this comment in that I don't entirely disagree with the article. Contrary to what's stated, I do think that composition is everything. Still, I also think that lighting is a part of composition.