The critique stated honestly
For typical buyers, the math runs cleanly: max the Roth IRA (or backdoor Roth if income phased out), take the 401(k) match, fund the 401(k) to the limit, max the HSA if eligible, then put the rest in a low-cost taxable brokerage portfolio of broad-market index funds. The fees are essentially zero. The tax treatment is predictable. The complexity is minimal.
Adding IUL to this picture in most cases adds fees, complexity, and a long-term commitment without proportionate benefit. The critique is correct that for the typical buyer, the simple plan wins.