You're right to say that this critique of culture should, logically, apply to all, but the writer goes back on his premise a few paragraphs in and instead says

You're right to say that this critique of culture should, logically, apply to all, but the writer goes back on his premise a few paragraphs in and instead says this: > Gamer identity is tainted, root and branch, by its embrace of consumption as a way of life.