That may be true, but Portent is an SEO firm and Ian is addressing a certain type of braindead SEO who jumped on the infographics bandwagon as a link building strategy.

They tend to know not, nor care, a thing about visual design of quantitative information. They think they're executing a strategy because their fingers are moving on the keyboard.

Then they don't get results and wonder why. The point is to tell them they aren't even in the right ballpark.