I don't think the distinction between holography and string theory is as clean as you're making it. The vague idea of holography predates string theory, but most of the working examples we have of holography come from string theory. That's what AdS/CFT is: It's an explicitly holographic description of superstring theory in an anti-Desitter space. It's frankly bizarre that the author of this article doesn't mention that fact. I suspect we are seeing a popular science rebranding of string theory without the word strings.