Gregor is a good writer - he makes it very clear. His stuff kind of got lost in the web 2.0 noise about how you don't need enterprisey stuff like integration or messaging, but his points are always valid. Good to see people are still reading him.
In the starbucks shops from where I live, you have to pay when you order. That is before they write your name in your cup. So the problem the article is talking about simply does not apply.