To me it was that personal finance and budgeting is being marketed to low-income people as a way of getting out of poverty and becoming rich (doctor, lawyer or software engineer rich, not billionaire rich). And it is both misleading in ways that could actually happen and labels them "irresponsible" if they fail to budget their life from $15/hr to European cars and vacations.
I don't know how widespread this marketing is, but the article is clearly written in response to something. Maybe we on HN just don't notice it, because sensible budgeting and investing on a software engineer's salary actually does make you "software engineer rich".
----
The comparison to dieting is probably more familiar and insightful for us.
Eat smaller portions, avoid sugary drinks and beer, maybe even eat healthy and exercise. Make that your lifestyle not a temporary hack and you will be fit. That works and realistic advice follows it.
But there is clearly a lot of fad diet, gadget and pill advertising out there. Just yesterday I saw an ad for an electric mattress that promised to give you a beach body in 3 months on the highway home. Marketing is selling fat people that they just have to suffer for a few months, after which they will have made it, and can go back to enjoying life (pizzas) of their dreams.
It seems that this article was written because there is a lot of personal finance content just like that out there.