I totally agree. He even admits as such that this is the purpose of the question:
"Instead the question ... taps something deeper and more
closely held. ... If I know what matters to them, I can
right away tell if the same things matter to ...
the organization at large."
In other words: "expose something tender and honest, so that we can exploit it as directly as possible."
I really don't see how this is manipulative, who exactly are they trying to fool? The "tapping into something deeper" isn't some tricksy ploy to reveal more than you want, it just means the question is crafted to address several layers of discussion about what you're looking for, all at once.
Unless you're trying to dig into their compensation priorities so you can lowball them in the right areas, this is just a question aimed at seeing how well they'd fit in to the company in terms of their own career/strategic goals, working environment, QA/testing standards, etc. I'd rather get those things out there in the interview and find out "Oh, yeah we have source control, and staging/dev servers, but I'd say our devs push about half their code changes straight to production via scp right off of their workstations. Saves time that way.", rather than on my second week when I've made X number of changes and commitments in my lifestyle & career for this job.
