You don't want never negative, or never stern to put a lighter touch on it—but many people, probably the audience of this article at large, simply don't know enough behavior theory to even know of the alternative.

Save the negative reinforcement and punishment for situations where it's absolutely clear and necessary—that's the best way to keep it an effective tool anyway. Maybe 60% positive, and 10% negative, with the other part just not being reinforced (an incredibly powerful behavioral tool all on its own).

It's the same with dogs (not as a derogatory comparison—just the truth of the science). I negatively reinforce for biting only, and only after they're at an age where they can comprehend the association between the bite and the punishment. It's remarkably effective. For nearly everything else, positive reinforcement is orders of magnitude more effective.

Overall, the most important part is to be a majority positive player, which makes you an overwhelmingly positive symbol in your child's (or pup's) life. This has primary effects that far outweigh the alternatives and negative side-effects of negative punishment and negative reinforcement methods.

I don't agree that the article is dangerous—people are unlikely to give up negative reinforcement altogether, but being introduced to a wider diversity of well-proven methods will only help, and we need more of it.