If you look further down the page, there are options for doing an install to a non-default directory, as well as for a non-sudo command to just unpack the binaries.
Currently, you are using the main install command which assumes you are installing to /opt
You cannot do that without root access.
You can also still use the old install code, it has been left usable. I assume Kovid doesn't want to break things for anyone who aliased that command to "calibre-upgrade".
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