This article's primary example is a single static text file with 5M lines. Sure, in that case, awk works great, but how often does that come up? In the real world, those 5M lines are growing by several hundred thousand every day, and after a few months, grows beyond what a single computer or awk can handle. Further, users want real-time results, not just a few times a day when your cron script runs. Unix commands are…
Scaling up to 400~500GB of logs with awk and parallel has not been a problem for me. I dont think TB will be particularly hard, especially if one is reasonably proficient with the tools. Of course, if one has the mental bias that one has to throw hadoop or spark at it, thats a significant obstacle right there. Upton Sinclair effect also plays a role -- It is difficult to get a man to understand something, when his salary depends upon his not understanding it.
Of course at some scale simple unix tools become impractical, but usually people reach for flashier tools even at scales where unix tools will suffice.