I've been suspicious ever seen the series in Utah when Malone got to play face surgeon with his elbows on Brian Grant, while Grant got whistled for technical fouls on pump fakes. However, I think my noticing had more to do with me turning a certain age and being more aware of the world around me than a particular shift in the NBA itself.
That being said, that article was stupid, and should hardly be taken seriously. Yes, cynicism is probably at an all time high, but do we need Collin Gutman, a "senior in Pierson College" to tell us this? No.