dbdebunk 'Quote of Week' comment

Hi all,
I'm enjoying reading C. J. Date's new book "Database in Depth", in
which I know the www.dbdebunk.com website. I visited the site just now,
and find the following statement in its "QUOTE OF THE WEEK" section:

** QUOTE **
Don't use primary keys that have meaning for the end user, such as
invoice number or the ISBN value.

--Giuseppe DiMauro & Francesco Balena, PRACTICAL GUIDELINES AND BEST
PRACTICES FOR MICROSOFT VISUAL BASIC AND VISUAL C# DEVELOPERS
** QUOTE **

It seems that they quote this idea to point out how wrong it is. But
I myself always regard this idea as a good practice in database design!
Am I right? If not, what's wrong with it? Please comment.

.

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