"I will have to generate a work list for someone to review"
And what is the confidence factor of the reviewer? (since this is likely to be an unpleasant task that may end up being an intern or a temp)
It's an interesting concept, but I would feel much better seeing it used for marketing analysis/data mining rather than patient records. When my new doctor's office requested medical files from my old doctor's office, they recieved information for a patient that was not me (but had the same first and last name) - I assumed it was human error. The intentional use of 'fuzzy' record matching at the machine/DB level seems unwise.
I would make a stronger argument for information integrity at entry rather than risk "fuzziness" as a systemic means of mitigating sloppy data. Of course that's a different topic and a considerable amount of work in itself.
.. and not to be completely down on the author of this article - the screenshots and examples make it obvious there is considerable power available with this technique. (a feature I did not know, and would likely have tried to home-grow if needed) I feel this is the same kind of power as using index hints or NoLock directives: if used properly it's a great asset, if used improperly it's a great liability.