Steven Gambardella is explicitly making it clear that he is not making an ideological argument but commenting on how discourse on internet takes place. In fact, I don't see anything in the article that would be critical of Umair Haque's argument or message, per se. It is rather disingenuous to claim that style and presentation would be irrelevant to how you get your message through. After all, how we communicate, use language, get and retain people's attention, make them see our point of view, is quite crucial and a special skill, I would think.