I've found this especially a problem with those AI systems trying to add HDR to existing images/videos. The worst instance I've seen, was playing one of the recent Spongebob platformer games, and having his eyes glow like giant suns in the menu screen. I have a TV capable of a fairly high maximum brightness, and it was dimming the rest of the image just to make sure Spongebob's eyes lit up my living room like it was midday
It feels like to some photographers/cinematographers/game designers, HDR is a gimmick to make something look more splashy/eye catching. The article touches on this a bit, with some of the 2000s HDR examples in photography. With the rise of HDR TVs, it feels like that trend is just happening again.