As per the linked post:

Using Snow’s essay as a jumping off point, I want to consider a problem that’s been on my mind a great deal since joining the MIT Media Lab five years ago: how do we help smart, well-meaning people address social problems in ways that make the world better, not worse?

Not to defend Ethan, but he’s typically quite explicit about such thing. At least, he doesn’t evade responsibility.

From his about page (also in narrative version in the Do Not Track doc):

Those annoying pop-up windows? My fault, at least in part. I designed a vertically-oriented popup window that included navigation tools and an ad for inclusion on webpages at some point in late 1996 or early 1997. It was intended to be less intrusive than inserting an ad into the middle of a user’s homepage. I won’t claim responsibility (irresponsibility?) for inventing the damned things, and I disclaim any responsibility for cascading popups, popups that move to the top, and those annoying “bot” windows that open different popups every few minutes. Still, the fault is at least in part mine, and I’m sorry. :-)