It's a bit unfair. It's a job title, a career, and a full time job for a lot of people.
Whether or not it's necessary and how architecture should interface with everyone else is open for debate, but it's not really an indication of the persons level of ego.
I've bounced from UX developer, to systems developer, to architect, director and back to senior developer... I'm currently working in an architect/senior developer role... The title is just that.. it associates with a role you play. I'm designing a relatively large system, and making suggestions towards the tools, technology and implementation (as well as doing a lot of said implementing).
I can't speak for most... but for me, it's the position I'm in... Of course my role is much closer to that described in TFA... which is what being in a smaller organization calls for. I like solving problems, and developing solutions.
Whether or not it's necessary and how architecture should interface with everyone else is open for debate, but it's not really an indication of the persons level of ego.