The article not only talks about conditions that are clearly mental (depression) and ones that are arguably mentally related (IBS), but also ones that you'd have a hard time attributing to "lifestyle 'choices' that aren't really choices at all" (Parkinson's).
> Placebos aren't working better because people have more faith in medicine, they're working better because of the Hawthorne effect
The article talks about both effects and more (placebos working less well for conditions that are locally under-diagnosed, for example). The article presents a rich collection of causes for the rise of the placebo effect instead of a single cause. And I think Occam, who could appreciate the complexity of the brain and see that they've got data, would agree that it couldn't be as simple as you suggest.
(Also, across populations we don't all get exposed to the same media. Something tells me that there aren't constant erectile dysfunction commercials in Bangalore.)