I think football has made this transition a long time ago. I wouldn't argue exactly when but consider how extremely talented players with lots of showmanship rarely perform well at an elite level on guile and "artistry" alone. Ronaldinho comes to mind vs. the athleticism and discipline of CR7 and Messi's games respectively.
Personally, I like the hypothesis that tactics are now so data-driven [1] it's catching defenders unaware more often than not, a prime situation for getting an own-goal counted in your account. I think "more intricate play in the final third" (Burton in the article) is a result of this. Max the xGs in your striker positioning [2]!
I'm also certain fatigue plays a part here (so, similar to Thorsvedt in the article). Playing schedule of an elite athlete is already brutal but the pandemic shifting and compressing timetables definitely did not help. I'm inclined to think defenders react ever so slowly in this contest.
In short: It's a weird time to be playing elite international football.
[1] Can't be bothered to look up a proper link but Liverpool's PL-winning team was touted to be data-driven, with analysts informing Klopp's selection and strategies.
[2] This is just my loose claim but someone with access to the games' data could verify this.