I would just point out that the gist of the article (maybe 95% of the text), and all the photos emphasized outdoor bouldering. There is a nice shot of Beth Rodden on on a Rock in Norway on front page of the Sports section; another shot of her hiking along a river and a 3rd shot of crash pads under a boulder. There are a few more shots in the on-line version. The only fake rock was ironically in Central Park. Gym artificial bouldering was just mentioned in passing (IMHO).
As for competitions, I didn't think that was emphasized. For example it mentioned in the context of Rodden's exploits, that anyone who does a new route unofficially gives it a rating. That sticks until someone else does the same route and challenges the rating (too low, too high).
Yes, the Olympics was mentioned in a caption (in the paper) and in this quote :
"Tracking participation in any sort of rock climbing is difficult because outdoor climbers do not report their activities to anyone, and only some indoor gyms report activity to the Climbing Wall Association. But bouldering has become so popular that it is on the short list of sports being considered for the 2020 Olympics. "
Seems like a very individualized type of competition. Sort of like Cave Dogs "meta rules" for setting time records on peak lists which I would paraphrase as "You can make it harder (not easier) only if you beat the last record using that record holder's rules".
This type of "competitiveness" is sure a long way from the Olympics. May it stay that way.
Just my take on the article.