This one's legit, Jeff.
After Michael Reichman's D800 review/comparo with the 5D Mk III, some 5D Mk III users have demsonstrated - very persuasively - that while Lr conversions are very noisy when the shadows are pushed (a la the D800 review), DPP conversions are much closer to the quality of the pushed D800 files.
I've seen the same thing in the 5D Mk III files I've downloaded and converted - the shadows really are pretty good when pushed in DPP, and very, very much better than the results in the LuLa article.