The point is that it doesn't really make sense to say they're "seeing" anything. You said

  So… are the neurons on that chip seeing?

  We all desperately want to say no.

But I can confidently say "no, that's totally childish, the neurons are clearly not seeing anything." And in fact it's not even especially clear that they're "playing DOOM" vs. hitting a biased random number generator in response to carefully preprocessed inputs that come from DOOM. There is a major distinction when the enemy positions are directly piped into the brain.

Again I share the ethical concern about this stuff. But your blog post is quite misleading.