I think people are upset with the NNNx stuff people use. My instant reaction to seeing this headline was one of mild disgust - I cant bring myself to read the article.

I dont have data, but I think the whole 10x circle-jerk is harmful to our profession - non-technical people (e.g. managers, HR etc) think it is "a thing", which means we end up working with "10x" jerks and/or are getting pressured into working overtime/weekends etc so that we can live up to this unrealistic "10x" benchmark/expectations.