True the quantity of weight loss will arguably be the same regardless of macronutrient but the quality of it will not. If one eats mostly fat while dieting they can say byebye to a good amount of muscle mass especially when they get down to leaner levels. Unfortunately they conveniently left out commenting on the LBM levels of the dieters in the study before and after (not that it'd be that significant at all if it was only 5-10 pounds and the person was overweight).
And like the article touches on with thermogenesis, for the "Thermal Effect of Food" (the amount of energy the body uses to digest things), protein has a higher thermogenesis than fat or carbs, which means if you eat 100 cals of fat, your body may use 4-5 of those calories to digest it, whereas if it's 100 cals of protein it's more like 15-20 cals, and as the article says it also satiates for longer. Not a huge difference, but a big enough one in the long run and good enough to make protein stand out.
Now let's see what kind of ridiculous protein diets the companies can come up with. "400g of protein a day, who needs vegetables!"