I guess you missed this part in your reading:
Nobody in IT should ever say, "You're my customer and my job is to make sure you're satisfied," or ask, "What do you want me to do?"
Instead, they should say, "My job is to help you and the company succeed," followed by "Show me how you do things now," and "Let's figure out a better way of getting this done."
The article is to have IT treated as a peer not as an order-taker. Anything other than that is a waste of the talents of IT. This doesn't have anything to do with egos. It's just common sense. Do you hire a doctor to mow your lawn? No you hire him and respect his expertise as a doctor. The point of the article is that by viewing IT as a peer IT can become involved where it's most valuable, at the very beginning of any projects. I surely have seen how poorly the other method works: we do whatever the customer wants to matter how stupid, how inefficient and how harmful to the company in the long run.