I find a small part of me wondering if this wouldn't actually be kind of a win for humanity.
You can argue the accuracy and the validity of the science all you want, but the observed effects of this so-called "feminisation" is penis-related birth defects for boys and earlier puberty + menopause for girls. You are, of course, entitled to your own opinions and views on this matter, but as a man, I personally would prefer to have as large and functional penis as naturally possible.
So to be completely fair, I'd break it up into two parts:
1) Given our current understanding of endocrinology, anything that alters the hormonal balance of children is probably not what you'd call a "good idea".
2) However, if something were to make the behavioral patterns of male children more closely resemble those of female children, that effect might not be bad for a society.
And I'll put forward, hesitantly, that the strong pushback against this idea has less to do with the obvious (1) and more to do with the deeply controversial (2).
If some sort of "social feminization" were a productive idea (and I'm not saying I truly believe it is), I wouldn't advocate accomplishing it through medication, let alone haphazard doses of environmental chemicals.
I appreciate the link though, that's pretty interesting.