Yea, I also took issue with this point initially, but I think the author was pointing out that Friedman's complaint of CEOs "short-sightedness" at its core was

Yea, I also took issue with this point initially, but I think the author was pointing out that Friedman's complaint of CEOs "short-sightedness" at its core was asking CEOs to exhibit a sort of social responsibility--the very same responsibility that he criticizes.