Anti-trends in the web

Recently I saw an interesting article and there the author writes about things that can reduce the conversion, this material about anti-trends in the web, but I think that this content more about UX. What do you think about it, I am still skeptical about such advice.
article - {Removed by Ronald Roe. No link drops}

Sneaky link-drop on your first post! Not a good way to start here even though I doubt you will return to read this.
The article you link to on your own site is old, old news.