well i feel like this article exaggerates they points a bit; the sales of GC might be shrinking but it's totally imaginable that people are buying guitars from other means; they might be buying USED gear from those sources, too. Reverb and eBay might offer used gear with better value than GC, whose customer service is terrible (Ive been there, it's horrendous). now vintage guitar market is exploding too because of baby boomers with disposable incomes.
Muad'zin i agree that people are chasing the vintage tones and sounds too much but if we look hard enough I think we can find very innovative guitar players out there. the problem is that they're often too hard to find. they many not be as big as Clapton but i find them much more inspirational than EC. like Nick Reinhart from Tera Melos and Nels Cline from Wilco (and various solo projects of his).
I think these writers have to understand that music became diverse over time which also means that the guitars are used in more context. you can't just say "electronica becoming more popular = interests for guitars are dead" type of arguments anymore. on top of that, people became more aware of cost effectiveness and all that when it comes to gear and they often reach out for Internet for that information. but surprisingly big guitar companies are somehow very reluctant to connect with youtubers to advertise their products. no, I'm not talking about youtube channels for bigger companies like Musician's Friend.