To fix the coordinate structure of the complex numbers (a,b) is in effect to have made a choice of a particular i, and this is one of the perspectives discussed in the essay. But it is not the only perspective, since with that perspective complex conjugation should not count as an automorphism, as it doesn't respect the choice of i.
If you flip the plane and look at it from the bottom, then any formula written using GA operations is identical, but because you're seeing the oriented area of the pseudoscalar from behind, its as if it gains a minus sign in front.
This is equivalent to using a right-handed versus left-handed coordinate systems in 3D. The "rules of physics" remain the same either way, the labels we assign to the coordinate systems are just a convention.
For instance: if you forget the order in Q (which you can do without it stopping being a field), there is no algebraic (no order-dependent) way to distinguish between the two algebraic solutions of x^2 = 2. You can swap each other and you will not notice anything (again, assuming you "forget" the order structure).
But over the reals R, this polynomial is not irreducible. There we find that some pairs of roots have the same real value, and others don't. This leads to the idea of a "complex conjugate pair". And so some pairs of roots of the original polynomial are now different than other pairs.
That notion of a "complex conjugate pair of roots" is therefore not a purely algebraic concept. If you're trying to understand Galois theory, you have to forget about it. Because it will trip up your intuition and mislead you. But in other contexts that is a very meaningful and important idea.
And so we find that we don't just care about what concepts could be understood. We also care about what concepts we're currently choosing to ignore!
That is why the "forgetful functor" seems at first sight stupid and when you think a bit, it is genius.