Tony Hsieh's presentation at Startup School 2009 came off exactly like this to me, but I don't come to the same conclusion as the author — encouraging your employees to do jackass 'fun' stunts with attendant PR isn't much worse than just stocking the office with alcohol, though at least the latter is more honest and self-directed — at least they aren't going to show up at your cube as a mob and cajole you into doing a keg stand.
During the QA period I tried asking him what he thought about apparel startups that are going for the same no-discount high-touch model but starting with original goods instead of competing with retail (http://www.bonobos.com/ is most prominent, but there are a whole bunch). He interpreted that as if they were "copying the culture" and gave an obviously stock answer that set it up as a strawman doomed to failure.
During the QA period I tried asking him what he thought about apparel startups that are going for the same no-discount high-touch model but starting with original goods instead of competing with retail (http://www.bonobos.com/ is most prominent, but there are a whole bunch). He interpreted that as if they were "copying the culture" and gave an obviously stock answer that set it up as a strawman doomed to failure.