Hey, article author here!

The ‘away from the norm’ bit refers only to the first example:

> In the first case […] this is your context which is away from the norm.

It’s not always about the norm, but about differing context. In the second example the context is balancing performance and semantics. If your context is more concerned with brand image etc then that’s the difference (nothing to do with norms, really) :)

(I hope I worded that okay, it felt very clumsy!)