The biggest surprise for me in the reading was the nugget about the Miller Lite ads. I remember the mud-wrestling ads, but I'm surprised to learn that those ads did not actually increase sales. When I think about it though it does make sense as they were appealing to an existing strong customer segment of theirs.
I was confused by the need to get so granular with segments. Don't large customer segments hold tremendous value, for large campaign efforts? I would ask the author to clarify that notion, and I would also ask the author to provide specific examples where a more granular segmentation effort has been successful.
I don't think the author was actually wrong on any topics.
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