The article is naturally pop-ish. The actual Principles book from the website is quite interesting though. It comes off sounding a bit like a self-help book, but nonetheless it attempts to solve certain significant issues in large organizations. People begin to worry about ego, credit, allies, etc. Values that are relevant to doing a good job - understanding a problem, finding the right solution, being honest - are no longer a priority. These are all values that might be easy to keep in a start-up sized business, but the question is, how do you scale these values to a large 1000+ person organization? Perhaps Bridgewater has this answer.