Picabo seems to be a defunct travel news site that appears to have been created to generate Google ad revenue but hasn’t had any new articles since Nov 2013, and the image in that last article is broken so it’s hard to understand what you’re asking. http://www.picabo.com/
The conversion to DNG would also be unnecessary if your version of LR is new enough to handle the native raw format of the 70D itself, which if you’re up-to-date, you’d be fine.
To answer the other thread you’ve posted, LR only has connectivity to sites that have an API for programmers to use or have their own LR plug-in. If the book site you’re asking about doesn’t have either of these, then LR doesn’t work with it. I’d expect the book site people would be the ones to ask.