This is not really 'unconventional wisdom' to be honest (maybe in the 'bro-science' circles)

However, at the same time, you're not getting hypertrophy from too many reps at a low % of 1RM (let's say, under 30%)

Edit: I can accept the 30% they give at the article, that's not such a low rep load (before the 50% I had there)

And of course you can train to failure at 30% - the number of repetitions around 35 as it can be seen in the quoted article in fig 4. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3404827/