I think it is plausible that areas of the brain that are used for processing sound atrophy when used less. I'm not experienced with the deaf community so can't comment on that aspect of your comment.
I came upon the article on my own. The article was not used to sell me hearing aids. But it helped me get over the stigma of having hearing aids. So for that I am grateful for having read the article and having it help my motivation. Having hearing aids for 6 months now have been valuable beyond description.
All evidence I've seen point to brain plasticity; that areas used for specific things get re-mapped to other similar functions. For example, Deaf individuals experience a strong inner voice that activates similar centers in the brain as actual voices.
In other words, when one loses hearing, the culture around them fails to accommodate that leading to increased anxiety, stress, and other kinds of undesirable outcomes that are shown to impact health. It is immeasurably tragic in many ways that this phenomenon is being used to sell hearing aids and more anxiety.