Gary - I just read that article as well, and I kind of take it to mean they are switching up their approach to large sensor cameras in general.
The first thing Sony should do anyway is ditch their multitude of low to mid level DSLRs - they are notorious for having half a dozen models distinguished by things such as megapixel count, articulating screen, etc. I believe they are already in the process of this first step with the A33/55 cameras. They are compact but still use the standard alpha mount. This provides an upgrade path to the A700 replacement, which they have indicated will be a killer camera. If they go with a 4 tier approach I think they will do well:
1 - ultra compact, NEX system - both the current P&S entry level style (for those moving up), and a more advanced model for those who want a full DSLR compliment (discussed in that article).
2. compact, entry level DSLR - A33/55 fit this niche perfectly - relatively compact, but more advanced than the entry level NEX cameras, and provide an upgrade path by using the same Alpha mount despite the smaller form factor.
3. Enthusiast A700 replacement/high end consumer segment.
4. FF.
I personally don't generally care for sony gear, but I am definitely all for pushing the envelope, it is good for everyone, regardless of brand.
All that said, you'd have a hard time prying my Pentax k5 from my cold, dead hands!