I'm OK with these kinds of quirky add-on allowances so long as the category for the add-on is positive, either for you as a person (e.g.: fitness, learning) or the local community (e.g.: paid time off volunteering, charity matching). We'd all be better off if we were a little more involved with our community, a little more active, and eating a little bit healthier, and the most common excuse for not doing these is "I don't have the time/money." If you just give extra cash how can you achieve the same effect in encouraging people to live healthier?
I dunno, that seems a little parental. To quote the article: "at the end of the day it's a job." I'm not wild about the company trying to influence aspects of my personal life that don't directly affect the company.
At least in the US, as the company is footing the bill for employee health insurance, the company has incentive to fund assorted employee wellness programs.
I agree; basically if you want to get the full compensation out of your employment (because perks are part of compensation) you have to participate in weird stuff like this.