As far as the article goes, I've yet to see anyone back up their claims that the proprietary connector eliminates the need for additional software and hardware overhead to use external accessories compared to standard connectors.
It's not going to eliminate the need for additional software or hardware, but it vastly simplifies it. How hard is it to understand that it's a lot easier from the device's perspective to realize that pin X is live and that means we pump out audio, rather than USB pin Y is live, but now we need to figure out what the hell it wants us to do?
In the first case, all of the necessary drivers, hardware accelerators, or other software are already in place on the device for a number of different common use cases. If you want to use any of those, they're easy to do because you don't need to reinvent the wheel in order to do it.