No, if you do not have an Apple ID, then you when you initially set it up, you would create it using your @me.com address as your ID. This situation was for a person who had an Apple ID that was not using an @me.com address as the ID. They had not gotten an @me.com address at the time they origianlly set up their Apple ID, so they used whatever email address they were using at the time.
Then they got an @me.com address, which, by default, sets up a second Apple ID. In that situation, you have two Apple IDs, and the link I provided has information about how to work with two Apple IDs. Ideally, you wouldn't have two, but that is not always possible.
As far as getting emails for genius bar confirmations, the whole discussion centered around the fact that the email address used for the original Apple ID was defunct. So, in that case, the emails would have to go to the Alternate Email Address set up on that original Apple ID account, which would be the @me.com address.
Apple ID #1: johnnyappleseed@whatever.com (ID and primary email address - purchases)
Alternate Address: johnnyappleseed@me.com
Apple ID #2: johnnyappleseed@me.com (ID and primary email address - iCloud)
Alternate Address: none
Since the AppleID #1 has a defunct primary email address, all emails will go to the Alternate.
GB