The PFK article describes gobies/stiphodons as "near impossible to breed" (all sold are wild-caught), "demanding in their requirements" (specifics on this in the article), and that they fall roughly into two types - the more sluggish variety have a much larger first/frontal dorsal fin with a long and curved leading edge "possibly adorned with a trailing, erect 'antennae'" but the more hardcore ones have a rounded dorsal fin without "an adorning 'whisp'".
There are now 36 identified species, with the S.simoni and S.ornatus ones being the most common, but the naming process is rapidly developing - being added to and also changing. The article mentions that they can be traded under different names or that seemingly similar fish may actually be different species, due at least in part to regional variations - this is probably key info in light of some of the queries above. Some are possible to be kept in community tanks eg S.atropurpureus and S.semoni have been seen in rainbowfish tanks. Profile details are only available on the most likely species to be sold - the S.ornatus (rainbow Stiphodon - grows to 7cm max, slow water dweller, females drabber-coloured than the extreme colour changes capable of males) and S.semoni (cobalt blue goby, also known as Sumatran goby or freshwater neon goby - grows to 5cm max, faster water dweller, colourful all year round, and more expensive than the former).
Looking at the pics on this thread and comparing them with the two profile pics in the magazine article, I'm struggling to identify the fish pictured here and identify which they are eg the article pics look as though the S.ornatus has a strong, bold dark line the length of its body (midway down its body) whereas the S.semoni looks as though the colours are less bold and slightly more 'mottled'. On the basis of this, I'd say Simon's pics look slightly more on the patterning of the S.semoni and Sue's more similar to the patterning of the S.ornatus. However, this patterning may just be a feature of those particular article pics, and, having never kept gobies, I don't think I'm in any way qualified to comment.
Hope that helps, even if just a little. Lots more interesting info in the PFK article.