But I have to clarify that I am not calling pg immoral. I am suggesting the essay could be. People outside the game industry may not get the Zynga problem, but you can also look at, say, Groupon's controversies. "Immoral" could indeed be too strong a word, but I believe few will disagree that aggressive growth strategies has some inevitable side effects, and for this no amount of footnotes is sufficient.
But again, call me naive, "people like Paul Graham and CEOs of startups" should, contrary to what you claim, should care MORE about these problems, because they can certainly afford to, and when they do, it will matter. :)