I think the article is helpful for a family in such a situation who might not otherwise think of, say, folding the laundry while hanging out with the kids and being receptive to offers of help, with the idea that down the line the kids could have the job of folding the laundry.
The vast majority of people are raised with either a shame model or a guilt model. If there is any way for it to be interpreted as a judgy lecture that "you're doing it wrong!", most people will take it that way.
If people hear it the way you hear it, that's great. But a lot of people won't hear that. They will just hear some new source of Puritan guilt and that tends to be counterproductive.
