Of course you have to do that long before Google breaks your feed. I don't really object to Feedburner in this piece, btw, I just say people are going to regret it. In my opinion (clearly labeled as such). And of course this is your opinion (not so clearly labeled, esp since you work at Google, assuming you still do).
Yup, I still work at Google. I set up feeds.mattcutts.com years ago, and my hope is that anyone who cares enough to configure Feedburner in the first place would click around to find the MyBrand feature and set it up.
I'm not trying to take away from your fundamental point about corporate APIs, by the way. At this point, any time I use a product/feature I'm thinking about how I would export my data. If the answer on data liberation isn't what I hoped, I often avoid that product.
