Not all products have the same price elasticity.
There will be cases where the cost is borne 99% by one party or the other. Some products will go one way, and some will go the other way. Products also change in price for unrelated reasons.
Somebody with an ax to grind will pick the most extreme examples to favor one side. The reporter has not reported all examples.
Even with those examples though: 12% and 9% are a lot less than 25%. Clearly, the US buyers are not paying the full cost of the tariffs. That was my point. The portion will change constantly, and will be different for different products. The portion I gave was a all-products average from soon after the tariffs were imposed.
For consumers, the tariffs are frequently reduced further by the fact that the consumer price is not only composed of the wholesale price. The consumer buys from a provider with unchanged costs for advertising, labor, finance, and so on. For example, when I get a new air conditioner installed for $10,000, much of the price is local labor. It is only the importer that could possibly be exposed to the full percentage.