IMHO, this author almost understands the point of university, but misses it. University is difficult in many ways. Sometimes these difficulties seem reasonable, sometimes they do not. There is a reason for that. Consider professor that puts questions on the test that aren't covered in class or in the book. How will you do well on the test? Maybe you can study everything that might be covered really well. Maybe you can go to the professor's office hours and try to figure out what wildcard material might be on the test. Who knows? Figure it out. Universities let you in if you are good enough, and once you are there, they will give you opportunities to learn. Treating students as customers does a disservice to those students that are there to learn. And by learn, I don't mean 'understand the material'. You forget the material. The material is secondary.
[1] http://www.codinghorror.com/blog/2006/07/separating-programm...
Same with basically any large institution, educational or corporate. Learning takes time and can be rote and even boring. Life is full of that stuff. But it's no big deal. You learn to push through it. Personally, I don't think a university that spent a lot of effort on being motivating would end up educating as well. Motivation should come from outside the classroom, IMHO.