There are many ways to approach a problem, and there are good and bad ones, but often you have to make a trade-off. I would appreciate a more differentiated view.
The author makes the math on "high cost of maintenance windows", but leaves out the expenditure side to it. And what is the hand-rule for adding a nine behind the availability? I vaguely remember exponential cost increase. "No downtime, ever", requires next to infinite cost.
The author suggest a false dichotomy. You can have maintenance windows and while aiming for zero downtime. The maintenance window serves the customer a higher predictability on when to expect failure. No failures are obviously preferable, but it is never the question if to cause failures or not, but where you spend your resources on.