Ideology is the always a way of interpreting the Real into the Symbolic. If you don't think you have an ideology, congrats on having the dominate ideology. Ideology allows people to take the incomprehensible Real and distill it into the comprehensible Symbolic. The process itself is naively invisible in daily naive life. So much so, that the obviousness of it is reversed in order to justify the ideological process itself.
The author makes the uncritical assumption that his ontological conclusions exist as objective reality. And it's this confusion that is-and-ought are two sides of the same coin.
The whole 1.0 vs 2.0 conceptualization is a red herring based in a reactionary call to simpler times.