Nowhere does the article say that their design is a technological improvement or in anyway 'superior' to anything else -- which would be a very non-Japanese thing to say in the very first place (including if true) -- except best within the confines of what they chased in their own approach.
Read today first two pages (the background) where it says that
- old ribbons were getting rare and started to fail (only some 3,000 left worldwide)
- tubes and old ribbons had very good image
- wake of digital recording
- national broadcaster, recording industry, studios, producers and even musicians kept asking for those ribbons (image and analog sound)
- praise of Sony for it cos generally known / image as a leader in digital
- studios in US and UK were gradually turning digital
Then comes an interesting sentence (p 149, left column, last para):
"Today there are only 5,000 original ribbon Sphere mics left worldwide. These are failing one by one. Simply exchanging the tubes does not recover them, those mics are in [gradually] deteriorating shape. Since in Japan, broadcasting equipment used by NHK [national broadcaster, monopoly] finds its way into the entire world, those [originally used] aging ribbons ones, for lack of reference and even if they display lowered/deteriorated sound quality, are sure associated with the sound of [a proper] ribbon Sphere mic " -- [So here we have the marketing decision].
Then it continues [paraphrased] to insinuate possible areas of use/demand. Mentions that their approach was not driven by digital-versus-analog as such, that there are people who can hear whether it sounds good or bad, and concludes that, although tubes are not needed from a purely operational point of view, that the idea was to offer that 'analog' / 'natural' sound of tube ribbons. sphere mics.
-------
My conclusion:
They were chasing a sound they were about to lose, could build on a strong image (=demand) and had the monopoly of NHK as an almost guaranteed sales channel partner.
(Need coffee now. Might look into technical details some other time.)