Firstly, the article, to which you refer, was poorly researched. A 'deed poll' is a legal contract. Specialist deed poll websites (theukdeedpolloffice.co.uk, ukdps.co.uk, thelegaldeedpollservice.org.uk, official-deedpolls.co.uk etc) charge for providing legal documents and associated legal advice. Solicitors also charge for the same, yet the article doesn't suggest they are conning anyone, and ironically solicitors charge up to £300 when deed poll websites charge between £9 to £33.
The 'free form' that you can download from the courts website is a deed poll in a form format i.e. a legal document made into a form. It's intended to be enrolled (registered) with the Royals Courts of Justice, the total cost of which is £102.
It is not made clear on the courts website that enrolling a deed poll is entirely optional, as has always been the case.
So if you just want to use a new name legally i.e. on your passport, driving licence etc, then all you need is a standard un-enrolled deed poll (the kind supplied by deed poll websites and solicitors).
N.B. the above is not 'hearsay', I've worked in the industry for over 5 years.