The people at the New York Times see the world from a position of attitude, swagger, and false superiority.
Their paper is dying, the public doesn't trust or respect them, and their jobs are on the chopping block...
This kind of op-ed is the end-result.
Come to think of it, FWIW, there was a pretty heavy TV ad campaign for subscriptions to the NY Times in the NYC market. But it seems like it has disappeared over the last few months.