I love the author's argument, but this conclusion feels obvious to me—rationalizing emotional decisions is like the oldest human activity there is. Try asking somebody why they're whatever-religion or whatever-political-party that their parents, friends, or partner is/are. I further claim that much of the purpose of managers is to do this for individual contributors: give people a story that scaffolds a decision you hope they'll make: staying at the company and going along with whatever decision has just been announced.

I also don't think it's necessarily bad that people do this. The input to any decision a person makes includes their entire life experience up to that point[1]. How could an executive encode all that in some kind of pat logical explanation, and how could the also-human engineers at the company possibly digest such an explanation, and what could make it more compelling to them than their own life experiences? People need to get through life, though, so they need to make decisions. They can't fully rationalize every single one, but they want to feel at least OK about the decisions they're making, so they tell themselves and each other these incomplete little stories and get on with it. That managers scaffold this process with their own stories is a little manipulative, but how else could people cooperate enough to have companies? The whole process just seems intrinsically human to me.

The most important part of being an executive is understanding all of this and choosing to hire people who will ultimately make good strategic decisions for you. Don't hire a well-known Perl contributor as your CTO unless you like the idea of rewriting your product in Perl. If your company is dying because this has happened, my condolences but at least you're not alone.

Edit: I hadn't read this far when I wrote the comment but the author also literally says, "The moment you hire a Rust developer to evaluate languages, you’ve already chosen Rust." I guess I just disagree that it could work differently. Each of us possesses bounded knowledge and bounded rationality, and "which language is best", is probably too complicated for an individual to figure out, especially when you don't even know what the roadmap will be in a year—you'd have to build the company several times in several languages and compare the results (and the best engineers I've met do write code multiple times, but rarely more than twice IME). Each of us can only really know how we would solve the company's problems. Executives' job is to try and guess, and make decisions that are ideally optimal but at least internally consistent.

[^1] My favorite example of this, actually: even in the highly-rational field of scientific research, scientists have to decide whether a given body of evidence is dispositive of a particular theory, and the standards they apply likewise depend on who they are and what their life experience is. So, as Max Planck put it, science advances one funeral at a time.