You'll note that the photographer there is shooing with a lens that has a fairly long barrel. For the Nikkor 105mm macro lens - https://coinimaging.com/nikon_105vr.html
At 1:1, there's 15.3 cm between the front of the lens and the subject.
But if you're shooting with a rather short lens (e.g. those in the camera of a phone) then the working distance is very close.
This becomes important important when photographing insects (you'll note there are no photos of insects in that collection)
Some other lenses and their working distances - https://www.kielia.de/photography/calculator/working-distanc...
The Olympus 30mm shooting as a macro lens has a working distance of 16mm (quite different than the 153mm of the Nikkor 105mm macro lens).
The "getting close" also impacts the "how do you light it" and keeping the subject out of the shadow of the camera.
The “how to light it” is probably a bigger point. Even with a ~100mm lens, dealing with the lens’ shadow can be annoying.
I've gotten some interesting insect shots using Nikon 70-300 f/4.5-5.6G ED from a short distance.
I think people sometimes get too caught up with the gear instead of trying out what they have.