Datasets I've worked with have topped out probably at around 500-600 fields - so not as wide but often weighing in the hundreds of GB, and often with hundreds of millions of rows. Spark is our primary tool to handle cleansing, analysis, feature engineering, joins, machine learning, etc. It does quite nicely.
I'm generally for people not over complicating their stack with tools beyond their actual needs - but a lot of this stuff is quite some distance from where it was in 2013 when this article is written, in ease-of-use, ops, tooling and maturity. Its simply becoming cheaper and easier to throw even modest amounts of data through a "big data" engine like spark in many cases, than it is to use more traditional tools which might be able to do the job, but require more advanced tuning, ops, and possibly infrastructure.
And there are lots of compelling managed solutions out there these days. Amazon's EMR (elastic map reduce) is a popular option, gives you lots of tools to choose from, including Spark. Google Data Proc is similar I believe.