I read it that way because the essay doesn't actually contain any "carrot" -- it's not explaining why people should start using this tech or inspiring curiosity. It just takes a bit of a scolding tone and makes unflattering assumptions about why there are devs who aren't eager to jump onboard. That's the manipulative high-pressure sales tactic I mentioned: "jump on the bandwagon or be left behind" is one of the most basic of such tactics.

I'm not really intending to single out this essay for this, it's just another in an increasing stream of similar essays. I find it odd because I'm hard-pressed to think of another tech that devs had to be strong-armed into using. In my experience, when devs find value in a thing, they just start using it naturally.