The data isn't full E2E encrypted and unreachable in all these cases in the article. The iCloud default is not to encrypt things such that Apple can't decrypt the data; a user has to enable "Advanced Data Protection" for that to happen.

Apple could decrypt and return all the user data in all the cases in the article. They aren't doing that. Some folks are rightly pointing out "what is the point of storing all my stuff in your cloud if you're going to lock me out if I lose my phone?" That's not a backup, that's just paying a monthly fee to store more than what your phone alone can store.