To use a good point of reference that I've seen others also start using lately, an installation of Windows 95 is roughly 40MB, so in loading that page you've downloaded approximately one Windows 95 installation. Then another 10+ times with the 500MB more that came after.
That's not a fair comparison. A desktop wallpaper could be 8 MB for a modern OS just because of screen resolution. A 4-minute music video would probably be 100 MB.
Plus, if I decide to download a music video, that's on me. I chose to download a 100mb file.
If I just want to read what amounts to a few paragraphs of text with some branding, I don't think it's fair to say that I'm also choosing to download 40+mb of nonsense that isn't text. Maybe in this new modern web, that is a conscious decision I make by clicking on any link anywhere, but I think the point of the article is that it shouldn't be the case.