The author has a very interesting point. Still he oversimplifies and so I didn't find the article very insightful.

For example lawyers are there for good reason. Modern society needs a way to officially settle conflicts. But our law system creates arms races and draws more and more resources this way.

I think few jobs are as zero sum as SEO from their beginning. The problem is that when we start arms races and pour more and more resources into them, they become almost zero sum.

So the interesting question would be how to avoid arms races. But that is not even mentioned.