I'm probably one of these people, so I feel the need proffer a defense.
It isn't that I think organic produce is a scam. But from what I understand about the verification systems in place it is easy to get away with labeling non-organic products as organic. And since organic products sell at a price premium, everyone has a financial incentive to be in on it. Everyone just passes the buck upstream.
I'm certainly not going to pay a price premium for something that isn't easy to validate. Now, if the organic green peppers look better than the non-organic ones, I might buy them instead, but in this instance, I'm paying for tangibly better produce, not a fancy sticker.
It doesn't help that I grew up in soy bean country right around the time when everyone was going organic, so I've seen first-hand the disdain that land owners had for organic buyers. The article is really spot on in this respect.