Based on the links in the story, I think the Atlantic was far more interested in promoting the film's director; Peyton Wilson. At least, I didn't see any links to Stu Larkin or The Bronze Baby Shoe Company that he represents.
I thought the film was fascinating not only because of Mr. Larkin's product/service, but because of the waning profession of the traveling salesman. My great uncle was in that business for a very long time and was very successful at selling commemorative knives for Case cutlery. The attitude that one must possess to be successful in that field is quite interesting.