This is coming from a career Army officer, so I'm quite used to looking at maps on the walls of operations centers, and doing serious map-and-compass navigation exercises.
Some may have also discovered some utility in being able to have a big picture view of a destination. However, I wouldn't impute too much utility to the explanation. I'd be pretty surprised if younger generations are suddenly discovering that it can be really useful to have a physical backup in case their phone battery dies.
I just wish I could set the map level to it's best, then zoom out as far as I want without jumping to a worse level map.
For myself I have a pile of bike maps, that I admit I don't use as much as I used to (partly because I have all my regular routes in my head now). The nice thing about those maps is that they marked elevation changes, and also the location of ice cream shops. You know, the essentials.
For most people, perhaps.
After working in Google Geo, I drove across the country and back (CA - NC - TX - CA) using the trusty Rand & McNally atlas and compass, and couldn't have been happier.
No nagging voices telling me where to go. No countdown timers making me wary of taking a scenic detour. No feeling of going on rails.
Yes to seeing things and being aware of my environment. Yes to understanding where I am at all times. Yes to exercising my brain and being in control of my lived experience.
Yes to not becoming stupid [1][2][3][4].
But sure, maps are pretty too.
[1] https://www.vocativ.com/418342/google-maps-gps-navigation/in...
[2] https://abcnews.go.com/Technology/story?id=5179471&page=1
[3] https://www.fieldandstream.com/blogs/a-sportsmans-life/gps-i...
[4] https://www.thedrive.com/news/8686/study-using-gps-navigatio...
Paper maps are great for knowing where to go, but a little less great for knowing where you are. Off/deep trail hikers will have a stand-alone GPS, because climbing trees/hills to get your bearings ends up being a serious risk, with just a compass: https://gripped.com/gripped-outdoors/how-100-hikers-got-lost...
I think that alone accounts for the vast majority of this increase. The article throws that in as a minor detail but I'd bet money it's the only reason. Of course you don't get as many clicks for "More people are buying maps as art". 2 of the 3 examples of maps they give at the end are exclusively art (raised maps and the coffee map).