I don't get what the irony is here.

Not who you're replying to, but from my vantage point, marketing folks seem to be pushing LLM products as replacements for traditional search products. I think what the post is proposing makes perfect sense from a technical perspective, though. The utility of LLMs will come down to good old-fashioned product design, leveraging existing concepts, and novel technical innovation rather than just dumping quintillions of dollars into increasingly large models and hardware until it does everything for us.