The article makes perfect sense.
Why don't our cameras, especially any over $500, have an ETTR exposure mode built in? Surely it is just a software addition to the metering reading?
People should be able to specify 100% within the matrix or 99.5% within the matrix in ETTR mode. The manufacturers should understand exposure enough to build this in.
I suspect that part of the reason is that the inexperienced amateur would get confused to sometimes see such dark images produced by his camera. Often, the effect of a built-in ETTR exposure mode would be to cause a significant underexposure of the most important part of the image in order to avoid blown highlights in less significant parts of the image, such as patches of sky visible through gaps between the branches and foliage of a tree.
The experienced photographer will tend to make an assessment regarding which parts of the scene he wants to be as noise-free as possible. He may decide to sacrifice less significant detail in a white wall or sky in order to get more pleasing and noise-free results for a subject in the shade. A camera in ETTR mode could not make such decisions.
Such a feature could also be very negative for certain brands of cameras, such as Canon, which have as much as 2 EV lower dynamic range than Nikon at base ISO. It would be just too easy for even a complete amateur to shoot the same high-contrast scene with a Canon and Nikon DSLR, with both cameras in ETTR mode, and see how much noisier the shadows are in the Canon images. So there would clearly be a big disincentive for Canon to introduce such a feature, unless it were to simultaneously raise the DR performance of its cameras.
Also, if Canon were to significantly improve the DR of its cameras, there would be less need to develop an ETTR mode, just as there is already a reduced need for Nikon to do so, because of the wide DR of its current DSLRs.