I actually don't care much for the tone of this article either, for that matter. It's just a bit off for some reason IMO. Perhaps it comes across as a bit of gloating itself? I'm not sure, but it's not that big a deal.
The tone reminds me exactly of the bit in The Hitchhiker's Guide to the Galaxy where Slartibartfast calls Arthur Dent "late" in an effete attempt to sound sinister and threatening...