I'm not surprised. This is coming from the same generation that brought us bleached flour, white eggs, and well, white bread. They probably would have made beer white if they could to promote the idea of sterility and cleanliness (though it could be argued that they did just that with the piss lagers of the day).
I'm guessing this process is little changed today in the macro breweries. Its is up to the craft an home brewers to keep the simpler, craft aspect of brewing active.
Like the article mentioned this is industrial chemistry not really brewing.