Thanks for the feedback. I'm still a little confused, because in my understanding heuristics are also based on statistical properties; e.g. Is there a strong correlation between property x and y as measured by the amount of click-throughs for example.

Both approaches deal with quantitative properties. But one assumes that causes are too difficult to map out and will try to find the most useful correlations, the other will be frustrated by how hard it is to accurately model reality and will end up using heuristics to whatever degree necessary to patch up their incomplete model. I prefer the second, but I guess the author of the article is correct: Whatever works for you...