Calling BS on big data is really important, but this article is weak. The New Yorker should be doing better. Try Weapons of Math Destruction by Cathy O'Neill for a much more informed critique.
That alternative you linked is free reading on the New Yorker or some other site? Or are you saying people willing to pay for a better article/book/source/training can get it? That's almost always true.
https://www.amazon.com/Weapons-Math-Destruction-Increases-In...