To be fair to the writers of that article, that's how most business use Office. Most of them don't take advantage of a lot of features of Office and those are the ones who really complain when you try to sell them a subscription-based product..
All I've done for 25+ years is IT for SMB, I don't/never did residential.
The traction for small to medium businesses to use "other stuff" in O365 is growing.
Larger businesses...from medium to larger, fortune 500, etc, they'll be doing Volume Licensing anyways for MS Office, they wouldn't utilize O365. Even our larger clients use Volume Licensing.
But for O365 and the smaller to medium, I think most really don't know the value of O365 thanks to their IT people not knowing, and failing to show the actual value of it. Hell even magazines (points a finger to that article above)...fail to do it.
In its simplest form yes it's an installation of the full MS Office Pro Plus suite. And some users know you can install it on up to 5x computers per user. But that value rarely gets factored in. And when a new version comes out, you get it.
OneDrive4Biz...lotta our clients using it now, nice to have an integrated file sync like this. DropBox for Business ain't free! 12.50 per user per month!
Sharepoint...similar to above. Finding cloud storage for sharing across the business isn't cheap!
EMail filtering..the basic package is included. Going 3rd party for email filtering is typically 1.50 to 3.00 per mailbox per month.
Mobile Device Manager...typically that's another 3-7 dollars per user per month
Encrypted e-mail services, that's typically another at least 5 - 10 dollars per mailbox service
Not to mention true business grade email that isn't crippled with puny 25 gig mailbox limits or 10 meg max file attachment sizes like many other email accounts, and has all those other good useful collaboration things businesses use. Distie groups, teams, public folders, aliases, external contacts, etc etc etc etc etc
Ease of installing on new computers, say goodbye to "losing that license", or having the IT guy volunteer an hour or so trying to help you find your key or run a key sniffer on your dead computers old hard drive to recover an install key. Lots of people forget that there is a cost to managing licenses or installs, and someone might be stuck spending a lot of time...could be volunteer time, or time added to your bill from the IT guy. I know I want to move on after about 10 minutes of no luck finding a key.
I'm sure there are other things I'm forgetting to mention but those are the quick ones that come to mind.
Once the IT person puts on their sales hat and describes these things, clients can then see the value and have no problem with it, even actually like it.