The only logical conclusion is Intel is afraid that AMD is going to use CES to unveil new cheaper Ryzen desktop processors and wants to forestall some sales losses. AMD is way overdue to release new Ryzen 3 and lower cost Ryzen 5 cpus and apus
This article presupposed that Intel is focused on people buying parts for a DIY setup, talking about you can 'build' a new system. It may be that gen 5 is mostly irrelevant to readers of Tom's site, but that in itself is irrelevant.
The vast, vast majority of the chipsets / boards will be in OEM systems. A big shift to gen 5 chipsets even if they are running Comet Lake initially, will be a big deal. The OEMs (7 of them) sell abut 17 million PCs per month.
Although individual enthusiasts will time their purchases for the new releases most big organizations purchase computers on a timed rotation without regard for the market or the need for replacement of each individual machine. It is easy to forget that this is how a lot of the market works.
It's the same way they buy a new roof for the building. Based on the numbers on the roof replacement schedule.