I happened to pick up in the article the neutral pronoun and have avoided it, but to accuse a pretty casual use of a prounoun as being a shitty thing to do is.. a shitty thing to do.
Incidentally, I hate the plural pronoun as the stand in for unspecified. Especially when talking about a company versus an individual, it is useful to use the plural to refer to company and a singular for the individual. Otherwise it's a vague mess. It's so confusing when folks are using plural to refer to singular people.