Software has diseconomies of scale, not economies of scale
What the article says is true for now, but it doesn't mean it will always be true.Making and transporting large milk bottles is very efficient today (because it's all automated and there are well-tested processes in place),
but it wasn't necessarily always like this.
When people where still figuring out how to make glass bottles by hand (through glassblowing), bigger bottles were probably more 
challenging to make (more prone to flaws and breakage during transportation) than small bottles. So probably they just figured out what the optimal size was 
and just sold that one size.With software, it's the same thing, we don't currently have good tooling to make building scalable software easy.
It's getting there, but it's not quite there yet. Once Docker, Swarm, Mesos and Kubernetes become more established, then we are likely to
see the software industry behave more like an economy of scale.Once that happens, I think big corporations will see increased competition from small startups. Even people with basic programming knowledge will be able to
create powerful, highly scalable enterprise-quality apps which scale to millions of users out of the box.