I had the same impression while reading the article. I think that somehow, author is equating crowdfunding to charity (which would explain why they would think it's outrageous rich companies are trying to take advantage of it).
To me, crowdfunding is more about testing market fit, which is especially critical when building physical products that need manufacturing - so it's for everybody. Actually, the simple fact that refund is automatic when campaign goals are not met is probably better than any usual presale.
To be fair, if you only look at the kickstarter model of crowdfunding, where campaigns can claim anything they want no matter how factually wrong and the only guarantee given is that your card won't be charged unless the funding goal is met, then charity is the closest analogy. It works best as a money collection tool for community projects were trust is already established off-site.
To me, crowdfunding is more about testing market fit, which is especially critical when building physical products that need manufacturing - so it's for everybody. Actually, the simple fact that refund is automatic when campaign goals are not met is probably better than any usual presale.