I wonder if the author of that article has ever had a speech written for her. Maybe she thinks a speech writer just throws together some generic niceties.
A professional speech writer gathers personal information from the speaker in order to make the speech entirely unique. They do what is difficult to do -- they take all that personal information and they tie it together beautifully. They make the speaker's own feelings flow in a way that can touch other people's feelings.
In my experience, it is still a deeply personal speech. Clients don't thank me because I put together a nice speech for them -- they thank me because I helped them express exactly what was inside them. As speech writers, this is the gift we seek to bring people.
And just a thought on that comment "even funerals" -- can you think of a more difficult time for someone to put their feelings into a presentation, especially within the 2-3 days usually available?
Can a speech you've hired be less personal? Yes, if you've not provided personal details for inclusion. But asking for help to put your feelings into words that you review and you approve when it feels like your speech ... that doesn't feel impersonal at all to me. It's a service that helps you express what's in your heart when you don't have the time or skills to do so.
I call my service "Your Speech Writer" specifically because I'm not writing for me. I'm writing for you.