${CC:=gcc} is a special case of syntax, but one of the points in the article is: as with any programming language, you should actually learn it so you can write better code. If people start using this one, it won't be any lesser known than any other weird sh syntax. The other variants (=, -, :-, etc) the article recommends against anyway.
As for your comments on #3, both of your examples are untrue; they work fine in a POSIX shell. Try it. (They fail in zsh, when zsh isn't in "sh compatibility" mode, so perhaps you're using that. Try switching it to sh compatibility mode.) Either way, those examples aren't actually related to point #3 in the article.