Interesting article. Some points I didn't quite agree entirely with. There's a cost and practically limitation to some things (like a physical knob in a car for zooming in and out on a map - although that was probably just an example of intuitive use).
I just recently switched a toggle on a newly installed app that did the opposite of what it was labelled - I thought the label represented the current state, but it represented the state it would switch to if toggled. It became obvious once changed, but that seems the least helpful execution.