All, here is an excellent paper:
What I find interesting is the emphasis on science.
"Relying on common sense to make such decisions is unreliable, as the effects of graphic design choices are often counterintuitive."
Moody here is criticizing statements by the originators of the Unified Modeling Language. I think similar observations might be made of the existing IT management frameworks' choice of terms - the all important concept of ontology.
What can we learn from this paper in developing a reference architecture for the business of IT? Moody makes the case that the human factors implications of symbolic choices are well understood; there are applicable theories. I would suggest similarly, we need more rigorous insight into semantic choices, the process by which they are made, and the effects they have.