"have no sticking power" is an untestable claim, and "backlash" can be as little as one person writing a blog post that says "Chris Anderson's long tail theory is wrong, wrong, wrong." The only specific examples cited of evidence are a reference to Rupert Murdoch and the discussion of a study by Page and Bud.
To me, it's pretty unimpressive article, but I will confess to holding a previous conviction that Orlowski is a pinhead. I'd be glad to hear counter-arguments.
Seriously, I've never read anything in the Register that wasn't an attack piece on something popular. It's the tech equivalent of the type of tabloid that that revels in airing the dirty laundry of the rich and famous, with some sub-par trolling added as "commentary".
Unfortunately, after a reading various pieces by Andrew Orlowski over the course of the past decade, my conclusion is that he has low standards for fact, and poor taste in opinions. Ergo, a hack.