I think the idea of it being a "rule" is too much. But probably created for clickbait reasons.

That said, I do want spend time with people who show at least some interest or curiosity in me. If they don't ask me anything about myself and do nothing but tell me about themselves/trauma dump/brag about themselves- that's fine for what they want - but at the same time why would I want to become friends with someone who doesn't want to understand me? If there is no curiosity, it shows that I am interchangeable with anyone else polite enough to listen to them. It's not a friendship then, it's a one sided relationship.

The examples given in the Ted Lasso article includes having a 20 minute conversation where the other person didn't ask a SINGLE question not even their name.

I mean - a single question in a 20 minute long conversation - is not very high of a bar to use as a "rule" and I don't think basic respect for another person's time and worldview is too much to ask.