Why don't foreign companies go there and hire people, though? They can hire people cheaper than having them move to the UK/Germany/US even if they pay above average local rates, they can hire people who otherwise wouldn't move (and even some of the movers will be happier closer to home), and since they're hiring them as part of a large, or at least multinational company, they don't necessarily need those people to have much at all to do with other Spanish/Italian/whatever companies or government.
I think that's precisely the point the author was making. Google could set up shop there and build a massive development centre that would make it easier for them to do stuff for Latin America and Africa - and yet they don't, other than a dinky office selling AdWords.
