Fun article, but it suffers from the usual abject lack of understanding of how markets work associated with this kind of critique.

The information one should take from this story is that watches on Alibaba are undervalued, or that the user-unfriendliness of Alibaba imposes a high per-transaction cost. By selling Alibaba stuff for 5x the original price, these businesses are communicating valuable market information; namely, that there's something wrong with Alibaba (could be accessibility/usability/trust/etc.) or that these companies provide a valuable service that may not be obvious (translation of descriptions to readable english, for example). If these companies took the "moral" (emphasis on scare quotes) approach of selling cheap watches at a smaller markup, this information would not be communicated and the world would be slower to respond.