I was going to commend them on a readable website - but then it started to trail off into selling their product.

You’re not missing much, honestly. The article states with this:

Warning: This blog post is somewhat speculative; the sky might not be falling. But my spidey-sense is definitely tingling. The way we are all doing our jobs in software is changing, potentially in big ways. So let’s think of this as a thought exercise.

It’s basically a clickbait title on a fictitious concept.