I can agree in that context but the author specifically says "Most users don’t know what FAQ stands for", which I disagree with. But to what you mean, yes, the way FAQ's should be presented may vary, depending on the site.
It definitely depends on your audience but the general non-tech audience probably doesn't know what "FAQ" stands for on average. In fact, most of the things you tech for granted among a tech-savvy audience disappear if you are targeting an audience that includes a non-trivial non-tech segment.
Source: Working at a startup with a wide audience. The email consisting only of the subject line "WHAT IS PASSWORD" was not the least-savvy email received.
This sort of thing is very dependent on a person's age too.
I know a lot of my peers would know what FAQ means and what a password is. Even some of the "less" tech savvy people. But late adopters who are still using 10 year old PCs usually don't know.
Before I hear claims of ageism, it is just a fact that a higher percentage of the older generations don't know how to use computers. It isn't ALL of them but they didn't have the benefit of growing up with computers as a tool, to the point where they become second nature.