I think that's an overwrought reading of the article, for two reasons: first, the article isn't prescriptive about Star Wars, and second, it's reporting simple facts; whether you feel comfortable about it or not, nerd culture's coupling with software development does alienate potential entrants to the field.

But let's not bother deploying dueling readings from the article, and instead see how much you and I actually disagree:

I do not in fact think it's reasonable to suggest that individual software developers should avoid nerd signifiers to avoid alienating people. I feel safe presuming we agree about that.

Do you feel like it's reasonable for companies to avoid aggressive identification with nerd culture? To not ask candidates what their favorite Star Wars movie is, or to try to balance out outings and fringe benefits so they only appeal to sci-fi fandom?