Nikon's statement as posted in the OP's link.
“A photographer is only as good as the equipment he uses, and a good lens is essential to taking good pictures! Do any of our
facebook fans use any of the NIKKOR lenses? Which is your favorite and what types of situations do you use it for?”
(My emphasis!)
That one word says it all IMO, the statement is aimed at farcebookers who "let's face it" could use a simple VGA quality camera and be satisfied once the pictures are posted to Farcebook. Carry on reading the article and the writer has made all the statements above. It's a pure marketing ploy and it's got people talking about it, even a long time after the statement was originally made!
Kit can make all the difference - not so much to the shot (although a good lens will be sharper than a less good one) as to the possibility of actually getting the shot! TBH, in some cases, it's not necessarily even down to the quality of the lens in that situation - I'm not sure I could have fitted the building
into the frame had I been using the (probably) better (and certainly more expensive) Nikkor 14-24 rather than my Sigma 12-24 - the extra 2mm of width made all the difference! Some will shout "footzoom" but in that scenario, footzooming was impossible - I had my back tight against a fence that was itself against a wall! Similarly, I wouldn't be able to handhold some shots if I didn't have an f/2.8 as my walkaround lens. So. it's not so much the quality of SLRs as their versatility that allows us as photographers to get shots that are stunning - and a good photographer will get better images from any kit than a poor one (have a look at the disposable [12" behind the camera] or phonetography threads to see how good some images are from very basic kit).