Yeah that was interesting and made sense. Technique may be a part of style, but I think style remains regardless of technique. Just to use myself as an easy example, while I shoot 80% Polaroid, I've been told I have an identifiable style that is recognizable in shots taken in other formats. I don't make a genuine effort to shoot a certain way, it's just how I shoot. I do employ certain techniques as a means to an end, though, just like most photographers, but the underlying style is present throughout. I see that in many other photographers on FW, as well.
He was more about commercial photography, and it is mostly true that a client doesn't care how you did something...they just care about the final product. And a sad truth is that it is easy to emulate a style through manipulation, which brings about a lot of "why should I pay good money when I could do that myself." Though I suppose that is true in much of art world, particularly where the technique behind the style doesn't appear complicated.