I'm not trying to say 'everything is fine, nothing bad is happening a world of recurring technology and industrial revolutions.' It's not. The way things are set up is bad.
My point is the author writes a column about how GPTs are ruining the ability for people to make scalable products, because when everyone can make one, nobody cares... my point is that that's not the result of GPTs. It's a result of survivorship bias skewing how we look at things.
When your business is a flywheel than needs to be running to provide a benefit to each user, then getting that flywheel running is a huge problem. The vast majority of non-scalable businesses, almost by definition, provide each customer with a benefit regardless of whether anyone else uses it. That is how you create basic, word-of-mouth, free "earned" marketing.