Vox has an editorial firewall. You can believe in its veracity or not—but the tone of the article struck me as pretty critical of the whole industry, which isn’t exactly how you sell products!
Like that promotional scene in Wayne's World (1992) where they show off the blatant commercialism as criticism (but the product placements were probably just as effective).
Well I think this is exactly how it works nowadays. TV ads making fun of TV ads, Corporate produced TV shows making fun on corporate culture. This self awareness part is to show empathy but nonetheless continue with behavior that they are condemning.
It's to capture the self-loathing etail-therapy market. Folks who will be depressed enough by the article, that they convince themselves that 'just this one' will fill some void in their life. It's one thing to criticize capitalism, but leaving money on the table is plain foolish