Yeah, it's basically just a way to avoid the fact that anything not free market is unethical.
"Is a free market for marriage really efficient? I had thought so but then I bucked the shot, quivered my throat and looked at the hard-fact data: when men and women freely chose to marry, neither were happy with their choices shown in several recent studies of marriage over the last 50 years. As humbling as it sounds, I decided to back down from my previously stone-settled position on the matter."
I didn't read the whole thing but it seems pretty stupid and the guy writing it probably knows it, he's just snickering to himself in joy as he waits for the people who will take his article seriously in the hopes of getting himself further/secure economically at some point in his life.