It seems to me that the article is mostly talking about outreach to someone that you're trying to get in touch with, who has little or no official obligation to

It seems to me that the article is mostly talking about outreach to someone that you're trying to get in touch with, who has little or no official obligation to get back to you (barring the example w/the busy friend). If that's the case, and I'm the person asking for their time because they're providing value to me, then I think it makes complete sense that the onus is on me to try to get their attention. They are not assholes for ignoring someone that they have no obligation to respond to.