When someone starts with "why cross-compiling the system if it's bearable to compile it directly on the device?", it really sounds like they are just not comfortable with cross-compilation. To me it would be similar to say "why would you need a compiled language, with this weird compilation step that nobody understands, when you can just write in an interpreted language?". Except that developers wouldn't generally proudly admit that they don't know how to use a compiler.
A valid reason I see to require a new embedded linux build system would be if the existing ones (mostly buildroot and Yocto) were unable to build a modern OS (e.g. by not being able to integrate some security features). But I don't think that's the case. This article sounds more like very verbose marketing for a system claiming that it can do similarly without having to learn as much (which I honestly doubt).
To me it's often the same pattern:
* Meson is nice, but it doesn't remove the need to use CMake, and it's not fundamentally simpler or more powerful (it's more comfortable at most).
* Jujutsu is nice, but it doesn't remove the need to learn git, and it's not fundamentally simpler or more powerful.
* Yoebuild sounds like even if it got traction like Meson and Jujutsu, it wouldn't remove the need to interact with Yocto for embedded linux engineers.
As an embedded linux engineer, if anyway I have to interact with Yocto and therefore learn Yocto, why would I learn another one that isn't fundamentally better? Usually people who go for those "simpler" (at least on the surface) tools do it because they don't want to learn Yocto. And for an embedded linux engineer, isn't it a red flag to not want to learn the most famous embedded linux build system?
It reminds me of Balena/Resin, which seems like it's targetting people who are not embedded linux engineers, don't want to become embedded linux engineers, but still want to distribute an embedded linux. To me that's generally a red flag.