I guess that is what bugs me the most about this article: the idea that seems to underlie it that humans are all rational beings that are somehow unconnected to society. Or at least the idea that it is morally desirable for this to be the case.
I do not agree with this. It is individualism taken too far, beyond where the idea of individualism is meaningful. Human beings need social conditioning as much as they need food and drink to survive. Anarchism is a nice theory (much like pure communism or capitalism) but it disregards the nature of human beings, who need to be embedded in society with all its rules, norms and conditioning mechanisms to function.
If you want a different society, go into politics, change things for the better. Don't sit on the couch complaining that the "service" is not as good as you like.
p.s. Life is life (nanananana)