From the way it is worded, it might as well be called branding. I am still confused. This is not what the article said. The article asserts that being baptized makes everyone ontologically "Catholic!" Which means we are all "Catholics" except that some are naughty and others are nice. :)
Also, I am not sure how is an infant "conformed to Christ?" What does that really mean?.
It means absolutely nothing. It's somewhere between wishful thinking and casting spells.