You're completely right. It sounds from the article like they flailed around a lot trying to figure out what that could be before settling for "do what you know."
A huge amount of time and energy wasted without a clear vision, and then they fell into the trap of trying to chase the success of other games.
I've also used it successfully for those kinds of special cases - particularly translating complicated medical documents back and forth to Japanese due to my wife's treatment.
But I think the caution here is overreliance. Using it in a university setting, where you feed it everything you were supposed to read and understand, and having it write down all the analysis that you were meant to analyze, and what have you personally gained as a result? The article cites students who couldn't even recall what they'd "written" after submitting an assignment.
You can use it as a tool, or you can use it as a crutch. If you outsource your whole thought process to a computer, I can see the detriment.