Price is determined by willingness to pay, not cost.
The article talks about why costs might be high. But price is determined first and from that acceptable cost levels set.
Interesting perspective, but don't you think it takes two parties to establish a real price? If you want to pay $5 and I want to provide the service for $100, then no price is set.
To say that it's only the buyer's perspective seems to be ignoring the other side (as you correctly point out the OP did).
Software is expensive because people pay it.