What you consider to be an excuse is merely a matter of perspective.
The author would claim there are no excuses to be made and that "milking it" is a simple matter of fact.
And some of the people who the author claims were "milking it" would likely do the same: No excuses, after all business is about making money and if you make money (and not break the law in the process) you are doing it right.
Like you said: You don't like it. That's fine. Implying that someone who is smug about choosing anything over money is making "excuses" seems like a bit of a stretch, just as it would be a stretch to claim that everyone who is smug about being successful in business is "milking it".
I guess the lesson here is, that being smug is not very likeable.