One fallacy the author falls for is that they think one needs a build step "anyway" because otherwise there would be too many requests to the backend.
Loading an AirBnB listing causes 250 requests and loads 10MB of data.
With a leaner approach, using ES Modules, the same functionality can be done with a fraction of those requests. And then - because not bundled - all the modules that will be used on another page will be cached already.
I use ES Modules for all my front end development and I get nothing but praise for how snappy my web applications are compared to the competition.