They used it 25 times in their piece and in your piece stated that being interested in "the craft" is something people should do in their own time from now on. Strongly implying, if not outright stating; that the processes and practices we've refined for the past 70 years of software engineering need to move aside for the next hotness that has only been out for 6 months. Sure you never said "10x", but to me it read entirely like you're doing the "10x" dance. It was a good article and it definitely has inspired me to check it out.