Not saying the article is right, but the point is supposed to be that social norms used to (or should) be sufficient. People should feel and be made to feel shame for flagrant disrespect of core principles that their participation in a system would seem to entail (like playing to win).
Speaking for myself, shame has certainly sometimes been enabling, sometimes disabling. Wanting to live up to an image I have of myself and what I should be (and feeling ashamed when I don’t) is a pretty core part of how “I” work. I agree shame can certainly turn toxic, but there are times when it is fair to say, “you should feel ashamed of yourself” (including in some circumstances, “for driving that kid to suicide by making him feel ashamed of who he is”).