The article also uses the Main profile in that `-crf 30` example, negating quality even more. The author writes that this must be done to enable compatibility with Safari, but AFAIK Safari has supported H.264@High 5.1 for a while now. Using High profile would help reduce some of the compression artifacts that will result from using a CRF of 30.
EDIT: Looking at this "Evil Martians" webpage, it appears this blog post is just marketing for some generalized programming contracting company. I doubt they have actual video experts under their employ - these guys are just web devs who know enough bash to use FFmpeg from the CLI. I doubt they understand the implications of the commands they're running.