In reply to ChrisJD:
> There is only one Optimum Exposure for a scene at capture, aesthetics doesn't enter into it 'at capture',
That assumes that the 'scene' is a complete frame to be 'optimised' as a whole OR that you have equipment with such vast linearity and dynamic range that you can capture everything in any frame with full detail. The article does seem to lean the way of the former, but I will give the author some credit by hoping that he isn't that literal minded!
For many subjects where the dynamic range of the scene is very broad, ETTR across the fame without regard to the content will produce poor results. If I want to capture a lot of detail in someone's well exposed face, as well as lots of information in a darker, interesting foreground, then the 'scene' is those bits of the shot. Ideally it would also include the very bright background,but in many cases 'optimising' across all three of those elements would lead to a sub-optimal and noisy image where it counts.
Aesthetics only drops out of the equation if you have a sensor with absolutely vast dynamic range and no rolloff at the bottom end - we're getting there, but it's still not quite a reality yet. Otherwise you do need to make decisions about what part of the scene is being 'optimised'. This is like good B&W film photographers using zones and/or careful spot metering to push density to the limits of the film and then 'recompress' the image using development and processing techniques.
To say that the technique requires you to 'optimise' across the entire frame regardless of the content, aim, dynamic range, or where on the curve your point of interest lies is a bit silly? What if your camera has figured out that it wants to expose the foreground properly and that parts of the sky will start to clip? Exposing more will either be wrong if the sky is the subject, or accidentally correct if the foreground is the subject. Spot metering gives you control between these options, but you may still decide to sacrifice the highlights!