If the business wants to develop non open source software, then having them not use the GPLd project and thus profit off the free labour of others is a wonderful outcome.
Your argument is in terms of "fairness". But most users don't care about fairness. They care about better software. I'll use a permissively-licensed project if it's better. Most people will use a proprietary project if it's better.
The article makes a point that permissively-licenced projects have the best survival characteristics, and that's why most (quality) software will eventually be permissively-licensed, while GPL will fade into obscurity and will be used only by enthusiasts why care about fairness more than they care about the actual quality of the software that they use.
Your argument is in terms of "fairness". But most users don't care about fairness. They care about better software. I'll use a permissively-licensed project if it's better. Most people will use a proprietary project if it's better.
The article makes a point that permissively-licenced projects have the best survival characteristics, and that's why most (quality) software will eventually be permissively-licensed, while GPL will fade into obscurity and will be used only by enthusiasts why care about fairness more than they care about the actual quality of the software that they use.