The reason it's so negative is because it already notes that prior research showed consumer responsibilization doesn't work. Shaich might see himself as good-minded, even volunteering as cashier, but he comes off more as misguided (what with his Ted Talk enthusiasm) and out of touch (note the vast gap between the customers and this man who made $2 million that year). I'm not sure why you expected some bland analytical article. The author clearly doesn't agree with Libertarian ideals or conscious capitalism.