Actually the point was precisely the opposite. If you give marketing creative control of your transactional emails, you don't have to blast your users constantly to maintain their attention.
Drip campaigns push the envelope on "transactional mail" a lot, and a lot of what the article suggests could IMHO easily push in the area that I'd consider spammy (sending multiple mails per week) and which makes sure I don't actually read any future mails unless I explicitly look for them, because they get filtered away.