Yeah, I like to think of out more as a spotlight than a mask. You're choosing which aspects of yourself to draw attention to rather than hiding yourself behind a persona.
That is, unless we're talking about the masking that neurodivergent people talk about wherein they put conscious effort into hiding their essential nature in order to fit in.
They're talking more about Expert Systems or Inference Engines, which were some of the earlier forms of applications used in AI research. In terms of software development, they are closer to databases than traditional software. That is, the system is built up by defining a repository of base facts and logical relationships, and the engine can use that to return answers to questions based on formal logic.
So they are bringing this up as a good use-case for AI because it has been quite successful. The thing is that it is generally best implemented for specific domains to make it easier for experts to access information that they can properly assess. The "one tool for everything in the hands of everybody" is naturally going to be a poor path forward, but that's what modern LLMs are trying to be (at least, as far as investors are concerned).