That last quote is when I stopped reading the article. The opening with the premonition of personal computing moving to the cloud, followed by the heavy use of the word "consumer", made it clear that the author has a cynical view of humanity, but at that point it went too far.

I honestly think the use of the word "consumer" is intentionally dehumanizing, a way for corporate figureheads to ignore the humanity of the people they interact with directly or indirectly. This in turn makes them numb to the markets and institutions they are degrading.