This article is saying, basically, that the tendency of ISPs to try to monetize user data is a natural consequence of capitalism, and trying to curb that tendency with legislation is ineffectual compared to the real solutions (fight monopolies, and everyone use a VPN).
I don't buy it. Roughly the same argument could be made about virtually any regulation. "Corporations are incentivized to pollute, so there's no point trying to stop them. Buy a water filter." "People will always try to get heroin, so there's no point in restricting it. Get some naloxone." Damn near every regulation is an attempt to counteract some profit-motivated tendency which is the unfortunate consequence of capitalism. And as regulations go, user data is a lot easier to regulate than drugs or pollution.
"Just get a VPN" might be good advice for individuals, but it is emphatically not the society-wide solution to data privacy. We can and should continue to fight for good legislation that protects us.