I think you describe the tone quite precisely -- it is the same tone the author may have used to describe someone who built an Eiffel tower out of matchsticks -- the premise being that we get an objective description of a subculture (SV technologists) somewhat alien to the main readership of the magazine. But I do think that this objective tone is somewhat fake, because by the choice of examples and their juxtaposition the author does seem to occasionally take sides and actively (and subtly) parody certain attitudes. It is telling how many in this forum seem to have missed this and saw the article as unilaterally flattering.