I don't think the article was limited to benching though. A lot of programs are comprised of a heavy dose scapular depression and/or retraction. Rows, pullups/chins, benching, deadlifts, etc. The cue "down and back" has definitely found its way beyond the bench press. A lot of well regarded PTs like Eric Cressey and Tony Gentilcore advocate balancing all that scapular depression/retraction with upward rotation and protraction of the scapulae.
The shoulder blade is designed to move in several directions, which is why putting so much emphasis on that one position is harmful. I always used to think rowing and pulling was all about pinching shoulder blades. Come to find out it's pretty harmful in the long run for most of us.
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