The article appears to be written by a technical person who doesn't understand (or want to acknowledge) how bad end-users can be at security. We're still trying

The article appears to be written by a technical person who doesn't understand (or want to acknowledge) how bad end-users can be at security. We're still trying to get users to not reuse passwords on multiple sites and not click on links in SMS messages. Meanwhile, the author is suggesting you contact every website you use and ask them to add HSTS. Some end-users need straight forward advice like "Use a password manager" or "Use a non-free VPN on open WiFi connections". The rest is going to get thrown out with the bathwater.