I'm not entirely sure the article is calling for CEOs to roll up their sleeves and get directly involved in the development of their sites. Instead, it seems to

I'm not entirely sure the article is calling for CEOs to roll up their sleeves and get directly involved in the development of their sites. Instead, it seems to me that the author is calling for CEOs to gain a better understanding of this emerging trend, so that their interactions with project managers and others will be better informed.