Author wants people to make huge sacrifices and it's written in a similar style like articles about startups or losing weight. The Fetishization of Redemptive suffering.

I do not believe this to be effective. It's much better to show them value e.g. electric cars tend to be safer, because of the battery pack, instant torque make the car zippy and they're quiet. I was thinking about getting an aircon, but I'll get a celling fan instead. It's cheaper and doesn't require much maintenance.

Showing people value proposition is more effective.