This is very clever. Oh, not so much the content of the piece, though I admit it was enticing; I was pulled in by an 'everybody in tech is reading this' kind of post and attracted by the content. No, what's clever is the way this is effectively an advertisement for Coda, which presents itself as a platform that mixes document types and supports team self-organization. When you go to read sections of the post, you get a popup saying 'sign up for Coda with Google and you get $10 credit and the author gets $10. Clever. If you want to read the whole document without being blocked, scroll down to the bottom and follow the comment-enabled link, which is not actually comment-enabled unless you've signed up for Coda, but at least you can read the whole thing. The specific practices described in the article are relatively common and definitely not for everyone, but I have no doubt such a tightly regimented team - if everybody buys in - can be successful for a time. The same, I think, applies to Coda.
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