The people who don't write code also have an inherent bias to make their own contribution look as big as possible though because they want the most money. So do the people who write code as well I guess, which is the whole exercise of trying to make what we do as relevant as possible.
I don't think OP is saying don't talk to anyone. I think he is saying if there are three identified paths forward, stop spinning your wheels or have some non-technical person make a choice for you, implement all of them and let the data decide.
Disclaimer: I only skimmed the article and didn't read it properly. I felt like it is what the author would want me to do.