Trying to change my language is a no-no, in my opinion, and feel dehumanizing, as if my culture isn't "progressive" enough and had to be changed.
But wait. What happens if a Latino/Latina does this, since then it would be their language too? Is the claim that everyone pushing Latinx is non-Latin?
There are movements afoot in German and French to reduce (long term remove) gender from the language. This isn't just a phenomenon occuring at the conjunction of Spanish and the US.
As far as I can tell, that is exactly what the article claims - that Latinx was invented by and is being pushed by signallers only, and mostly non-Latin ones.
Also note that Latino is an American English word now, and it makes sense that it'd evolve on its own independent of the original word in Spanish.