The purpose of this article was to inform the public on the truth behind the arrogant Silicon Valley tech industry. The author uses an informal diction, simply quoting people who have had opinions on the people in Silicon Valley.
The author mostly uses quotes from M.G. Siegler, and doesn't mention his opinion on the topic at all, he is simply restating and explain what occurred. Throughout the entire article he doesn't use any words to indicate bias or emotional involvement on the topic.
The author does not obviously appeal to any appeal, but possible ethos was a way to reach the audience. By appealing to ethos he uses quotes that a reader would be able to understand and possibly empathize with. The cover photo for the post shows an example of the point being made by the author and article, people in Silicon Valley are overall flashy and arrogant with their money.
The main purpose was to expose how the people that work in the Valley act behind any facade.
http://www.businessinsider.com/mg-siegler-arrogance-in-silicon-valley-has-reached-a-fever-pitch-2018-4