The title is often true, but it doesn't mean too much or anything. And the same argument is brought up again and again in the past as well.
What OP suggests, the so called SQL, is basically a heuristic based system. When done probably and carefully, it could of course work very well, and is indeed often used as baseline model to bootstrap a ML system. However, eventually the rule-based system will hit the wall, and ML be the savior of the day to push the metric further for a margin of 20-30%.
So yes, when you are small and has little data, ML is irrelevant. But same thing could be said to too many things in software industry, you probably won't need Docker/Big Data/Fancy JS as well, if you are building a small scale online store.
Choose wisely your tech stack based on your problem, but the title is needlessly sensationalized.