I thought it was a fair article ... I mean, articles are written to sell papers, and highlighting how great regular milk is isn't that new of a concept.
However, it did mention a current movement you might not know about - the National Milk Producers Federation has asked the FDA to "halt the misuse of dairy labels on faux dairy foods." They also have a Facebook page called 'They Don't Got Milk'.
The federation is very clear in its goals. They don't want anyone to NOT sell or buy these dairy alternatives. People can make and buy whatever they want. Their main point is that the word 'milk' already has a definition. How does the standards of identity read? Milk is the "lacteal secretion, practically free from colostrum, obtained by the complete milking of one or more healthy cows.” (Yum! Standard definitions sound so tasty!) Soy milk, almond milk, Muscle Milk, rice milk - there's no milk in them at all. So if people think they're getting the same wonderful nutrition as cow's milk, they're not.
So whether people want to buy milk or not, the federation just thinks that only milk should be called milk.
That's not to say that the products can't work together, either ... on the Muscle Milk site, they suggest using Muscle Milk protein with water or ... "Want even more satisfaction? Mix with low-fat milk. Tastes like a real milk shake. Honest!"
Of course marketers are going to use the 'milk' label to try and sell products. ... Don't we want everything we eat to taste like a milkshake?