E2E is problematic from the start because of the expectations set by the name. Any sufficiently interesting system is nigh impossible to test "end to end." And, you aren't testing ends, you are testing the "start" of the process, to one of many "ends."
What about only doing "end testing?" Meaning, don't test the beginning. Put unit tests there. Put integration tests between the important components.
It is important to make sure you have coverage with automated tests that prove that your system can work at the end of at least some of the processes. Otherwise your QA costs are massive, and that never scales, and no one will ever fix that other than adding QA. Your innovation will slow to a crawl, much worse than waiting on your test suite.
I'm not sure after reading this article that the authors added a new testing methodology by calling it "contract testing." I'm still confused about what that means. Having said that, I am still confused about a lot of the boundaries between e2e and integration. It always sounds simple, but rarely in practice.
The bottom line: the organization as a whole has to see the value of testing. That's harder work than writing the tests for sure.