Think of it like this: I you get infected with 10 instead of 1.000.000 of a virus that grows x10 each day, your immune system has 5 extra days to fight it.
[Disclaimer: I'm a random software guy who reads a lot, not in any way a virus expert]
The hamster study did not show a big difference in outcome with higher viral load, contrary to what the article suggests.
If you trust in the science of viral load not mattering, you will pick randomly when given the choice of having 1 or 5 novel viral particles placed in your nasal cavity. Nobody sane trusts that.
Yes, viral load is correlated with higher severity for majority of flu-like illnesses, supported by research. Even if this coronavirus is somehow different, combating viral load is still beneficial for avoiding viral viral co-infection (getting COVID-19 with severe influenza on top).