While nobody argues that starting is hard on motors and machinery, its due to the accelerations, not the heat generated in the 1/2 second that the inrush current is high. Starting is not the criteria that essentially governs duty period, as is better explained in your first reference. Its the heat generated by the typically higher load rating that is given for short operating periods where the excess heat can be dissipated over the following shutoff time. Since shutoff time is not relevant for continuous duty, load must be limited to lower levels for continuous duty motors, because there is never any cool off time available and the heat generated must be dissipated while operating continouosly.
Let your acquaintances be many, but your advisors one in a thousand’ ... Book of Ecclesiasticus