This, quoted in the article, is demonstrably untrue:
"I don’t think the time a client spends with us makes any difference to be honest. Whether it’s half an hour or three and a half hours, if you’re going to catch something, you’re going to catch it within the first five minutes."
The evidence we have is that the longer an indoor meeting is, the riskier it is.
That said, as everyone else has said, it's guidence, not law. But since I've had covid, and am still ill more than a year later, I'm not pissing about because I can't risk getting it again. A short bob, no colour, it is for me.