Let's also not forget that there's a bunch of rewiring that goes on in the brain when someone becomes addicted to drugs, gambling, alcohol, or whatever it is. 'Unwiring' that change is really difficult and can take a very long time.
So I think the key takeaway from the article is this: addiction is not just about the chemical hook, there's a social angle that's generally underestimated. But doesn't mean we should forget about the (1) chemical hook and (2) neurological changes that happen when someone becomes addicted.