At the end of the day, the code is written for someone, to do something. Not to be. You gotta serve somebody as Bod Dylan said : https://www.youtube.com/watch?v=wC10VWDTzmU
[EDIT] To elaborate, i recently thought about coding, and i understood that at some point all the code "touches" reality in some way, and that place is most important. Either it moves something physical, or provides answer to person, or makes him happy. But when coding is a good thing to ask your self, how my code "touches" reality.
Lennon's response to Dylan is just as apropos here as it was in the original context: "Serve yourself".
The distinction here is probably between being an "engineer" vs. being a "programmer". The former's concerns include all this stuff that's for the business. The latter is just interested in the craft of writing computer programs. And that's all the article was about: skill as a programmer. Which might help you be more effective as an engineer, depending on the projects you face. But the point is self-edification; not everything has to be in service of money.
[EDIT] To elaborate, i recently thought about coding, and i understood that at some point all the code "touches" reality in some way, and that place is most important. Either it moves something physical, or provides answer to person, or makes him happy. But when coding is a good thing to ask your self, how my code "touches" reality.