I'm entirely ok with this. He really doesn't want his competitors knowing the numeric details of his business.

He explained his methods and gave useful graphs.

Yes, the article could have been more useful. But the way to make that happen in the future isn't to bitch endlessly about people not doing enough free work for you. It's to thank them for the good you got out of it, and politely suggest next time that their article could be even more valuable if they did X.