Because it's written by someone who (as they admit) first learned about it recently from a tweet. It appeals to laymen very well, but conflates "Zero knowledge" and "Zero knowledge proofs" throughout the article. Not sure if that's intentional or not.
Edit: Learned it was important from a recent tweet*. it seems the author may have already known what they are.
Edit: Learned it was important from a recent tweet*. it seems the author may have already known what they are.