In my view, it's only awkward when the money side of things is not aligned with the personal investment.
That dinner example from the article actually shows this: I buy you all Olive garden dinner, or: I take the time to invite you to my home, spend some time clean the house think on what to by and prepare, what music to play, maybe a movie to watch after etc. in order to have a good time together. This is a much more thoughtful and mutually beneficial form of investment in friendship than just throwing money at it.
Another example could be: Hey, I bought a new board game (or PS5 or something else), wanna come over and play? You might have spent quite some money, but the goal is to be able to invest in spending time with your friends.
The moment that is (or is perceived to be) your main intent, most folks would have a hard time looking at this as bribery.