I feel like you missed the point of the article. While the world agrees that killing, or generally being a jerk is bad, we are hopelessly divided on the issues like the death penalty, honor killing of rape victims, applying the death penalty to the mentally disabled, use of drones in armed conflicts, etc.

As the grandparent comment pointed out, there is no objective source of morality on any issue. As the OP pointed out, most people don't loudly proclaim themselves to be jerks. Outside of sociopaths and those with mental disorders, most people lie, kill and hate because they think it's somehow the right thing to do. Or because they can rationalize acting in their own self interest to be somehow fair or in the greater good.

Though the article tried to end on a positive tone, I found it to be pretty disheartening. It's easy to say "Don't be hateful", but much more difficult to say "Don't do what you think is right". Ain't no solution for that.