I think it's true that a person can over complicate the memorization process, as well as just be lazier about it than one may even realize one is being about it. Or consciously be lazy about it. I think it's true that there is such a thing as a perfect image with details after one reading or one listen (actually, even before one reading or listen), and that it's actually possible for any individual to access this (if not as a whole, at least in parts that can be pasted together). Though, upon reading the article, it actually doesn't address this at all - not even slightly, as his use of the idea of memorization is actually addressing individuals who already have a piece learned but can't seem to get off book about it.
On the subject of memorization itself, I also think it's important to draw lines between what is changeable and what is not. My own experience is about working with a constant and with a non-constant. For example, a constant would be three notes on the piano: CEG. If that is written in the score, it is because the original musical idea includes this as a constant. It is part of the musical idea itself and does not depend upon anybody else in order to be part of the constant. The non-constant is how a person approaches it, interprets it, or plays it.
My current ideas about memorization (and interpretation) include the possibility or even probability that what a person often thinks of as "trouble" with memorization is in part, or even largely in part, rooted in being confused about what is constant and what is changeable, and how to balance those into a working force.
I do not feel that this particular article actually covers any of the points it tries to hint at, even if the main idea is actually true. In fact, my initial reaction of the article is that of inviting a person to fail and, in so doing, want to come for a lesson with the author in order to learn more of the details about what the general statement about memorization is. As a teacher, I do understand marketing to some degree, but if I were going to fly transatlantic to study with somebody, I'd like to be convinced that there would be more to my lesson in memorization than somebody simply taking the book away from me and forcing me to play by memory once I'm there, and I am not convinced.