Every rule can be broken, but there are valuable lessons behind every point here. Really, when you get down to it, this is trying to get down to the "show, don't tell" that everyone likes to shove in your face. I completely agree on using "said" as well. Everyone falls victim to wanting more variety once in a while, and the "beat" point is an excellent substitution. However, saying something like "he said, horror etched across his face" might be useful to further illustrate a bit of dialogue and help carry weight in the conversation unfolding.
I can't be clear enough that all of these rules can be broken to great effect, but if you want to be taken seriously, you should take these rules seriously as well, despite the fact that the author employs awful grammar/ editing skills. Truthfully, it completely undermines the intention, and I cannot thumb it up for that.