Yea that's reasonable, but there are pros and cons and it's also definitely an opinion :).
I don't see the problem with piping help text through a pager (that's literally all `man` is doing). Alternatively, a tool can use a pager automatically (as `git help ...` does). So `man` isn't required to have a pager. Whether you should use a pager by default is a different argument.
That said, I find pagers annoying because it's hard to switch back and forth between typing a command and the docs. That's way easier to do with scrollback. Although someone in this comment thread also mentioned the `PAGER` env var, and that you can set `PAGER=cat`, which is a good pro-tip. So, TIL.
Still, if you're concerned with command-line ergonomics for a broad audience I think there are more people that either 1) know how to `| less` or 2) prefer or don't care about a pager than people who are gonna automatically just know they can do `PAGER=cat man <some-subcommand-of-my-cli-tool>`.
Plus, there's still the cross-platform argument.
Oh, and OP doesn't mention this, but man pages also complicate install, uninstall, versioning, and having multiple versions of a tool installed simultaneously. Built-in help is obviously just works and is distributed with the standalone binary. To use man pages you have to place additional artifacts on the system and make sure they're managed correctly (e.g., versioned). It's additional complexity with basically zero benefit.
So yea. Seems like, as a rule, their guidance is reasonable. I don't see a lot of benefit to using man pages other than "because that's how it's always been done".