Getting all your teammates to quit giving all their tests names like "testTheThing" is darn near impossible. It's socially painful to be the one constantly nagging people about names, but it really does take constant nagging to keep the quality high. As soon as the nagging stops, someone invariably starts cutting corners on the test names, and after that everyone who isn't a pedantic weenie about these things will start to follow suit.
Which is honestly the sensible, well-adjusted decision. I'm the pedantic weenie on my team, and even I have to agree that I'd rather my team have a frustrating test suite than frustrating social dynamics.
Personally - and this absolutely echoes the article's last point - I've been increasingly moving toward Donald Knuth's literate style of programming. It helps me organize my thoughts even better than TDD does, and it's earned me far more compliments about the readability of my code than a squeaky-clean test suite ever does. So much so that I'm beginning to hold hope that if you can build enough team mass around working that way it might even develop into a stable equilibrium point as people start to see how it really does make the job more enjoyable.