Do we need new ethnographic methods?

I recently read “Ethnography Considered Harmful”, a CHI ’09 paper by Andy Crabtree, Tom Rodden, Peter Tolmie, and Graham Button. The paper describes a common misconception that changes in technology and implementation require a new method of ethnographic research. It is stated that although many of the previous ethnographies were conducted in the workplace, the methods used in those ethnographies applies to a much broader range than is believed by most. The ethnographic methods previously used are applicable to action and interaction regardless of where or when it may occur.