Yeah I kept reading for the part where the author addresses the thesis, but that's not what it's about.
Is it about keeping you reading for long enough to show you a pop-up for his newsletter?
Just disable JavaScript and get on with your life
Just because these types of annoyances can be easily disabled by someone with a little bit of technical know-how doesn't mean that one doesn't have the right to be annoyed by the tendency and call it out.