Aside from the obvious ethical reasons for focusing on the history of companies (and individuals) who profited from the slave trade, there is also a practical advantage in that it would be a heck of a lot easier.
I can see the day when people throw up their hands and say, "Well, we can't really figure out who deserves reparations, so we just won't do it." Which of course you alluded to in your article.
A more sweeping reparations makes more sense. The "they came from Africa recently" doesn't wash as an argument against, because Africa itself deserves reparations from colonialism.
I think though, as much as possible, my fellow caucasians need to step aside and let Black folks drive the solution and debate.