I think there's a lot more progress to be made in the e-commerce checkout process in general. It takes far too much time and effort to buy things online, turning away impulse buyers.
I've never understood the appeal of embedded labels ("email" inside the email input field instead of next to it). In general it doesn't look any better, and the space saving is minimal. It's also an accessibility nightmare, and as the article mentions, quite confusing once you've already focused the input field.