Not every story needs to be a news story with an inverted triangle structure. Opinion pieces are often organized to present supporting evidence first, then wrap it up with a punchy ending. I thought this story did that well. That Jon's ultimate point happened to come at the end doesn't diminish my enjoyment of it at all.
The GPL effectively prevents fragmentation? Are you sure? The gcc and glibc projects provide evidence to the contrary. And I notice quite a number of GPL-licensed OSes out there; not everybody is contributing to the Hurd or even contributing back to Linux. Free software tends to make fragmentation easier to solve, definitely, but why does the GPL stand out above any others?
PS. barely is the second-to-last word you wrote. ?