it refers to "béton brut" - french for 'raw concrete'. in this case, brutalism could be more readily understood as 'rawism'. it also emerged during (and is a descendant of) the modernist architectural period, which is well known for those boring, non-descript office towers.

there's nothing wrong with the simplicity of raw concrete. but just like other architecture, it can be done well and it can be done poorly. it can be done for utility, and it can be done for extravagance.

I think many people think of non-descript office towers when they think of brutalism, rather than all of the interesting things that can be done with a single material (shapes, textures, designs, etc. it's a very versatile + strong medium!).

Because they study architecture. The article is profoundly anti-intellectual. This discourse, that colleges indoctrinate people and, thus, cause them to disagree with some form of "truth" that the uneducated masses know.

It's probably some combination of the subculture effect (i.e., subcultures tend to develop their own in-group aesthetics) and as a functional shibboleth (i.e., being able to "appreciate" things average people don't has an in-group signalling function).