Social scientists are people. We are all people first. None of us are robots. We can be rational in certain situations, but overall, we are not a rational species.
In order to fight some of our worse qualities, we have to first identify them. Then break down any social barriers that keep us from not fighting them.
That is what this article is doing. It is naming one of them, and then asking us to be forgiving. And helping us realize that mistakes are not as punished as we all may think.