Have you read the article? He is simply suggesting to get a business license and act as a company, instead of calling yourself "freelancer". Its a pure image/marketing thing, and I can see his point.
In most cases, a business license != corporation or other veiled corporate entity. It's merely the first step. It typically is just a piece of paper you get from the municipality.
Well if he isn't going further and advocating spending $300 a year to create a delaware LLC that elects to be taxed as a disregarded entity, he should be.
