I think you are missing the point of the article. It proves you can take great pictures with a camera as limiting as the iPhone4, it's totally capable, but if you spend £10k on gear you are going to get a technically improved pictures, but not necessarily one that is "better".

You might be better off watching this video that originally inspired me to give it a go...

http://fstoppers.com/iphone

Lee has a much better way of explaining it to the general population than I clearly do.

Cheers

Cris