I have only killed a couple elk myself....so there are people more qulified to answer this....but here is my take. An elk is a very well built animal, you will be amazed how big they are on the ground.
The ribs come together in the front to make a point....What if you arrow dosn't hit dead center? Will the arrow follow the outside of the ribs & end up under one of the shoulders? I am sure if you hit it perfect it will cause a quick clean kills, But I am sure that some hunter will try this with bad results......Not sure I like articles like this, there controvercial & made for advertisement.
Good luck on your hunt....