While I agree with the basic premise of the article (disparaging low-quality goods attached to premium brands), I take exception to two of the examples: Starbucks and premium economy airline seats.
I regularly upgrade to premium economy when I fly for the very real benefits of 1) earlier boarding, ensuring convenient overhead access to my carry-on luggage and 2) extra legroom; I find it's impossible to open and use a laptop with today's shallow seat pitch configurations unless you upgrade.
As for Starbucks, I'm paying a premium (but not much, as a tea drinker) for the amenities: air-conditioning, clean bathrooms, quality furniture. Too many local coffee shops lack these basics.