Good article that got passed around in my office on Friday. People who are 'gamers' and by extension people who make games tend to look at "whales" as gullible stupid people but a lot of us tend to exhibit the same behaviour about other things all while congratulating ourselves for not pay 5 bucks to support a game we've played for 50 hours.
That said I think there is a really really fine line you have to walk to keep your IAPs "ethical" and it's very temping (and profitable) to fall on the Candy Crush side of things.