There are a lot of assumptions, both spoken and not.
"If you want to maintain your lifestyle once you retire, you will need to match a large percentage of your pre-retirement income. For a retiree used to an income of $100,000, for example, the goal should be to generate $85,000 in income from Social Security and savings."
Based on that, they are assuming a 15% savings rate. They are also assuming social security, which means typical retirement age and a typical retirement length (<30 years). For the majority of folks who will read the article, they are not far off.