Author says that the json is not self-describing, but the html example is... That's true if "self describing" means "describes html structure".
Perhaps modern use of the term REST is officially incorrect, but I think most REST clients really need to understand what they are receiving. How many rest clients merely show the result (as-is) to the human user? No, most clients are themselves programs which need to consume the response and make further decisions.
Imaging having to parse out the official REST HTML response to get the balance of the account. I hope the source is only in one language, because I would hate to have to build my own reverse-localization system just to make sense of the REST response I just consumed.
I was really trying to grasp why someone would build such a tall soapbox to complain about the incorrect use of a term, when the correct use would mean building arguably near-useless APIs. But then I took a look at what the htmx site is all about. It's about everything-as-html. "Note that when you are using htmx, on the server side you typically respond with HTML, not JSON. This keeps you firmly within the original web programming model, using Hypertext As The Engine Of Application State without even needing to really understand that concept."
Looking at the rest of their site, I'm finding it very difficult to see the value proposition over the current approach of JSON APIs.