I do not see the article promoting self-diagnosis? I'm not sure where you got that from at all.
I think that one can end up promoting self-diagnosis and over-diagnosis simply by using the term "mildly depressed" to refer to the general idea of "being upset" or "being in a bad mood" which is becoming increasingly common in our vernacular. I would argue that it's becoming increasing common because commercial interests set out to promote it's use in that way.