> Less spicy is actually good. I prefer more flavorful chiles, with less spice.
Two problems with this idea as applies to the article. First, it's hard to separate the two in breeding (many of the most flavorful chiles, far more so than jalepenos, are pretty hot).
Second, industrial production optimizing for a lot of things: shipability, stability, shelf life, consistent size/appearance, in this case consistent capsicum ... most of these are considered more important than flavor according to revealed preference. Consider the current "standard tomato”. Round, dense, deep red, mostly flavorless.
So unfortunately you're likely to end up with a jalapeno that is more consistent, less hot, but also less flavorful - but looks good in the grocery.