Since the beginning modelling has been very important where I live. Valve amps are not that common and pretty expensive, I've grown up playing where the vast majority of guitar players I knew used old zooms and vamps. I've witnessed a lot of them trying valve amps for the first time and hating them because they weren't as easy to play and would actively try to make the amp sound like their modeler. That still happens. I obviously 100% agree with the article, the part I find a bit funny is how this seems to come as an actual surprise and a new thing to some people.