turbolinks takes over anchor navigation and "automagically" makes it use ajax
htmx (and intercooler.js, its predecessor which is 8 years old) is a lower level extension to HTML, allowing for targeting specific regions for replacement, using different events for triggering requests, etc.
htmx is closer to hotwire.dev, which 37signals recently released, but again is lower level and a more straight-ahead extension of HTML