Another realization is that "Prime" doesn't even give you free shipping. Rather, Amazon generally has free shipping and Prime just removes the order minimum and stops them from spitefully delaying your order by a week.
I believe the rise of "free" shipping had a lot to do with manufacturer minimum price fixing. Personally I'd prefer to have the shipping cost be explicit, but also be paying less per product. But something tells me if this narrative gains legs and retailers are able to claw back "free shipping", they won't be removing that margin from the individual products.
As for the article, the moralizing about being an "asshole" is completely unjustified. The big retailers are playing constant pricing games through dynamic pricing, sales, coupons, etc to extract as much money possible from people. I'm not going to feel guilty about following the rules they've created to save a few bucks by doing things like returning items that I preemptively ordered to take advantage of a sale, without thinking about whether I actually want them or not. They're hoping "free returns" will induce me to buy crap I don't want, I mitigate that by batching my buying sprees and putting the due date on my calendar. "What's right" has left the dynamic a long time ago.