Admittedly I haven't dug too deep into the references, including the paper the article refers to--and I'm not too well versed in diffusion models either. Those caveats aside, I'm also having trouble making the analogy, and similarly for me the hangup is about crossover. If I recall correctly, what distinguishes evolution from, say, simulated annealing at varying temperatures, is precisely the crossover operator. It's not obvious where crossover is happening here.