I've been watching this one for decades. This article is for "the layman" and leaves out quite a lot that's been discovered about batteries (some of which is very encouraging). It also leaves out a bunch of why cellphones are such battery hogs - and no, it's not the silicon nanometer scale primarily. (and the guys who really have that one hammered are Intel, and they're not really in that market at all).
It's remembering that when you're far from a tower, with the phone on, it's got to ping around for towers and that takes real (watts) power out with the path losses in the high dBs. It's the backlight - watts again. Not so much the receiver, though the lo-jack gps trackers do tend to be always on so you can be tracked (Tracking records for 2 million ios devices alone were recently hacked off a single FBI agent's laptop! - Obviously without warrants on that many in just one city!) As the article says, yeah, playing angry birds or something all day will use some power - finally you're making the cpu do something at all.
During the time I've been watching, laptops have gone from wow, an amp hour and 7-8 hours a charge, to wow, many amp hours and 6-7 hours a charge. Seems the engineers can't resist burning more power at at least the same rate the batteries improve - and they don't have a TMS (remember the burning Sony batteries?).
The article was correct on one thing most people don't seem to "get". We know the entire periodic table already, this is not the turf for Moore's law (which is getting ready to fail on its own turf anyway). There are only so many light elements that are strongly electropositive or electronegative. That's it, no one's going to come along with "this new nano-crap changes everything" anytime soon, though nanostructured anodes of graphene nanotubes might go a long way, relatively speaking. But forget 100% type improvements unless a way is found to make a something-air battery that shares the same advantages as gasoline - you don't have to carry the oxidizer around with you - it's free, kind of. Trouble is, the lightest known electropositive element is lithium, and it likes to eat nitrogen, CO2, Oxygen - and like the spectral issue with solar cells - only one of those would be the highest volts in a reversible reaction. Thing is - separating air into its components isn't that easy a trick.
I got way into energy efficiency as I was tasked to design a prosthetic tactile/visual aid for profoundly deaf infants. I also got a job from DHS to do a "cel phone finder" as even if you were crushed in a 9/11 sort of thing, your cel would still be pinging - at high power - to find a tower, and we could find you that way. The power output, from even an efficient (80% if you're super good and lucky) class C amp - is in the watts peak, and there ain't no free on this one.
As another poster mentioned, we have a very different situation with phones/tablets vs cars. Hardly anyone was burnt by the Sony batteries, despite a lot of incidents. Further, by the time you need a new battery - the tech isn't your hot bling anymore, and you're just as likely to junk it (or have dropped it in a toilet or something) as to want to replace the battery. All their risks are externalized to you, in other words, so they have you guessed it, zero motivation to make it better. Now, make a car that people expect to keep for many years - that's a different story, and as we know, one year of making crummy cars can paint a negative impression of a company on the whole world for many years (GM anyone?). Completely different situation.
And yes, just like the processing power of laptops (I rarely need what my several year old one has and portability at the same time) - cars are getting heavier, people think they are safer that way (true if you're in the heavier car in a crash), and they are surely more comfortable and quiet the heavier they get - even though a heavy car is a much more serious hazard to any light cars or bikes on the road than a light one would be.
A few years back, I was pushing for things like my
200 mpg go kart to be legal to drive (I did win in two counties, where it's now legal). I got good-naturedly pulled over by the sheriff in my town. So, we talk, and he was in his personal truck, a Dodge Ram, huge thing - and he pointed out that even with my chrome-moly roll cage (does your car have one?) an accident with his truck would surely be fatal. As luck would have it, the last half of his sentence was drowned out by a twin trailer logging truck going down the hill we were on at 70 mph - all I did was point and laugh - "none at all" comes to mind how much damage that log truck would have experienced running his Ram over...
So, to make the roads safer requires in fact, some sort of loss of freedom to mix up these heavy trucks and SUVs with light, efficient cars. I don't like that concept, but...with both sharing the same road, this issue will always be with us, and unsolved.