"I can't afford to buy so I don't want to anyways..." sounds like one of the primary motivators. Renting expensive items? How's this different from leasing or renting a supercar you can't afford to show off to friends or clients? It's not.
There's for sure some cases where this is a practical solution, like moving to another city for a year or two and getting some temporary furniture. But in most other cases in screams of sour grapes and businesses seeking to profit from people bad at math.
Rent a coffee table for $50 a month for a few years and then be happy you don't have to move it when you change apartments? Run the math on those numbers and you'll realize you're likely a fool. Sure, if you're buying things like cheap ikea furniture it's not likely to appreciate in value but most real hardwood furniture is generational and something of an investment.
Now before we are quick to agree on a 'yes' -- to what extent do memories hold us back? Your teak bookcase for example reminds you of a positive accomplishment, and its loss would untether you, generally speaking not wanting to intrude. Now imagine someone who objectively should change, perhaps because your industry is dying. Too many mementos, a sign of reluctance, resistance even to change?
Yet change, wanted or not, is the one constant in our life.
I realize the article is about renting to save up (-- how's that going to work, btw? After all, someone needs to charge on top of the cost of owning). But a home of one's own like in the last century, really another cradle of identity, or mistaken materialism?