I don't like the tone of that article at all. When you start demanding that morality, for all its subjectivity and relativity, be involved with economics, you invite troubles. The next step is for morality to be mandated through regulations. Such regulations rarely do more than benefit specific players, those who know how to bend the rules or those with higher up connections.
While I was expecting the author to call for such regulation, he surprisingly didn't.
In my view, the correct way of fighting monopolies would be using the great social tools at our disposal to make consumers more informed about the distant implications of their buying decisions. This will create an informed Capitalism, one where in the consumers are the ultimate regulators.