TL;DR: the "creativity" label has been grabbed by the ruling classes to justify their own social position, and has little to do with what used to be called creativity. (This may be an interesting insight, but I'm not sure this argument is well supported by the article.)
There's at least three poles pulling against each other WRT stealing the creativity label, you've got one, two other poles are masquerading technical incompetence as creativity, and the other (related?) is masquerading a fundamental lack of good style taste as creativity.
There probably are people/situations trying to do more than one at the same time.
There are a number of points in the article. Another is that books about creativity are simply another kind of management self-help "power of positive thinking" tripe.
