It's best to not sell it as using HTMX the way you would sell using React as a framework. Instead, I say "let the web be the web."

Building things using standards and not fighting the paradigm with a new paradigm. What's great about HTMX is that it fits alongside the standards in a way that SPA frameworks generally don't.

But focusing on the web itself and everything it's capable of without a framework means you can easily move off of HTMX if need be.