I get what the author is saying, but his examples like "a ripgrep fork that ... is faster for my codex ripgrep workloads" don't strike me as particularly ambitious.
Perhaps we should be more ambitious in the types of problems we try to solve, and the types of value we try to provide with the software we build.
you don't like the ads, gambling apps, and similar? /s
What might help is non-software-first companies valuing developers and engineers more, enough that we could earn a reasonable living which building actually cool things. Not sure how the economics works out on the other side. Can these companies make enough money to support this vision?