There'd be much to say about your points, but... you're missing the entire point of the article and rhapsodize on the title instead. Because the article isn't,

There'd be much to say about your points, but... you're missing the entire point of the article and rhapsodize on the title instead. Because the article isn't, at all, using the word "theatre" in a derogatory sense. It's specifically talking about "performing" work is important, how to avoid it from sliding into bs-ing instead, and how consulting work is related to improv theatre.