I agree that businesses have no choice, but I think this argument ignores one point.
A person has two 'jobs' in an economy. Creating 'stuff', and consuming 'stuff'. Basic supply and demand. It doesn't matter how cheap or high quality a good or service is if there isn't a customer base with the interest and resources to take advantage of it.
Automation essentially focuses on removing people from the 'creating stuff' process. Remove people, add machines.
But, machines don't fulfill the other essential part of the equation. Machines don't 'consume stuff'.
It also seems to ignore the other key point, that if people can't 'create stuff', they may want to consume 'stuff', but no longer have the resources (wages) required to do so. At that point, they can demand whatever quality at whatever price they like, but they can't afford those goods, so they're no longer part of the economic system.
In the context of a single business, a single sector even, this is fine. Cheaper goods for everyone, not so much job loss that the overall customer base is hurt to any great degree and hey, maybe making it cheaper opens up a new (poorer) consumer base, like happened with the car, or air travel, or personal computers, or clothes, or fancy foods. Knock a dollar off COGS in exchange for losing 10,000 potential consumers (the employees you laid off to achieve the saving) and you're way, way in the black as a large company. Hence why it is in the interest of the consumer and the shareholders for a single business, planning independently, to take advantage of automation to as great a degree as possible.
But if it's across every company, or a lot of companies in a lot of industries to the point that the customer base IS significantly reduced, you have a problem. Knocking a dollar off COGS in exchange for losing 10 MILLION consumers who no longer have an income to buy your stuff, and your benefits are marginal. If it's 100 MILLION consumers in that position, you go bankrupt.
If (as I believe), we are in a period of job destruction through automation (at least in the West), not an era of job creation through automation, then the 'consuming stuff' element of the economy becomes increasingly important, and increasingly problematic. Effectively, the value of an individual in economic terms is increasingly weighted to their potential as a consumer, not a worker.
Something will need to be done about it. This might be simply producing 'stuff' efficiently to sell overseas at a price that opens up that market in exchange for a reduced living standards domestically. It might be producing 'stuff' cheaply enough that government support alone enables its purchase. We could simply let wages plummet as the availability of jobs drops and hope that goods drop in price quickly enough to approximate the same living standards in the US (whilst the 3rd world enjoys the actual benefits in increased living standards). Or we could directly recognize (financially) the essential value of 'the consumer' to economic success through the introduction of a universal basic income. All are options, and the one selected will depend on policy. But something will need to be done.
I don't have any good answers here, and those that I can think of fly in the face of a lot of my own opinions on free market economics. I think this is a difficult conundrum. But to simply ignore that fundamental issue is not a solution.