Earlier quoted context omitted.
The article explains it well: Here’s a thought experiment: Take a 1000 cubic feet room and a purifier that processes 100 cubic feet of air per minute. (I follow Wirecutter in using vulgar imperial units.) Assume pessimistically that all particles are the worst-case size. If you run that purifier with an E12 filter, the fraction of particles that will remain after one minute is .1 × (1-.995) + .9 = 0.9005. That’s beca…
The idea that the difference between 0.9005 and 0.90005 is "small" is … weird. The moment I read that I checked out on the rest of the authors opinions.
It is (hopefully) easy to see that e.g. a filter that removes 99.5% of particles, but moves twice as much air per minute will remove almost twice as many particles per minute as a filter that removes 99.95% of particles.
Using the numbers from TFA (20% of the room for the 99.5 rather than 10%):
.2 × (1-.995) + .8 = 0.801
vs .1 × (1-.9995) + .9 = 0.90005
Thus proving the point in TFA that the airflow matters more than E12 vs H13. The fact that the steady state (given that "dirty" air is being introduced somehow) is lower for the filter that moves more air follows from the fact that it removes particles at a faster rate.