I'm with you. I use a £20 hand grinder to grind some fresh beans and make a pour over in 3/4 minutes. I do it by eye, drink it black and enjoy it.
You can be pedantic about anything, I guess. But I live in one of the 'top ten hippest areas in Britain' and haven't experienced anything to level that this article is mocking, even in the most trendy of coffee places.