Yeah, it's not completely clear what they mean by "late hopping". Does that mean flameout and whirlpool, or 10-15 minute boil additions?
For my German beers hopped with noble varieties, I add the aroma hops at 10 to 15 minutes before the boil ends. Flameout noble hops and noble dry hops just taste grassy to me, without the floral notes we love so much. I agree that they need at least a good 5 to 10 minutes in the boil before their flavor and aroma develop.
I just brewed a 3.5 gallon batch of Kolsch today. Hops were a 50/50 blend of Tradition and Hersbrucker with an averaged AA% of 3.3%. 0.3 oz FWH, 0.8 oz at 30, 0.5 oz at 10. I really like the FWH/30/10 schedule for a pils too - using at least 50% more hops than I did for my Kolsch, depending on how hoppy I feel like going. But there's more than one way to skin a cat.