An article on this did the rounds a few months ago and suddenly everyone quotes it as gospel truth.

Unfortunately, it's not. What will happen is that you'll get somewhat better at digesting lactose as your gut bacteria learn to partially compensate for your lack of ability to produce lactase enzyme.

If you're only slightly lactose intolerant that might be sufficient. But for many people it would just make a bad health issue into a slightly less bad healthy issue.

Not great when there's a clear and obvious full cure available: don't eat dairy if you can't digest it.

Or maybe lactase enzyme pills. I've tested them for an occasional slice of cheese cake and they seem to work if I get the timing right.