I am pretty sure you could write the same article with the roles reversed.
That in itself does of course not take away from the article, but I am catching some negative undertones how Japan is "behind" or "unable to change" because of their society. I guess you could even open the bottomless barell of a discussion about racism, but my point is just this:
Seeing "them" as "behind" is a bad way to think about it and prevents true understanding.
Family staffed restaurants which revenues are 90% regulars remake their website and the agency slabs a 4MB hero image on their "landing page". They of course don't need any of that. Only clicks the website gets are people checking the opening times or showing their friends how grass-roots it is. To literally quote the article "Once a precedent has been set for things looking or behaving a certain way then everybody follows it, regardless of whether there is a better solution."
Consider the memes about the weird distorted discolored vector graphics everything tech now has [0]. Consider JIRA managers talking about a 4 second loading target for web pages. We are actually subconsciously aware that "our way" is just as random, weird and wrong, we just like to default to "ours=the way".
Fun article - definitely made me think - but IMO the real takeaway is: The Overton window of design is arbitrary and way more influenced by what $IMPORTANT_PERSON said in 2003 than by logic or sense, and we are not there yet.
[0] https://old.reddit.com/r/starterpacks/comments/jwsagt/big_te...