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I think he means sites that are not as complex as Facebook etc think they need to use the same framework as Facebook etc uses where they would be perfectly fine

I think he means sites that are not as complex as Facebook etc think they need to use the same framework as Facebook etc uses where they would be perfectly fine using the pjax/turbo link style approach the op suggests

Smudge 10y ago
Yes, this is what I meant. One prominent example is GitHub. As far as I know they still take pjax/turbolinks to an extreme, in favor of a true client-side template/view framework.