"With careful reading of the article it's not hard to imagine that a couple of batteries in a device in a bag in the cabin area is easier to contain than a pallet of batteries in their hundreds all going critical at vary stages maintaining an intense chemical fire for a longer period of time is why the fire suppression system in the hold get's overwhelmed and can't contain the fire."
But you're comparing apples with oranges there Rob - so much for your careful reading!
The BALPA directive recommends *passengers* carry their Li-ion battery devices in the cabin as opposed to the hold. So the correct comparison in this case is a few batteries in the odd suitcase in the hold versus a few batteries in the odd piece of hand luggage. *Not* hand luggage vs. a pallet of batteries in the hold.