Screen scraping is taking visual data and transforming it into structure data. A screen scraper would graphically capture a window and try to identify or pick out data. Bots for MMOs tend to do that, alnong with providing input to the MMO depending on what they "see".

Web or data scraping is what the article talks about. Still a hard problem, easily broken by minor changes to the scraped webpage, but not subject to the vagaries of OCR and computer vision or graphical interpretation problems, which is what I was expecting from the title.