It's the nature of religion. It cannot help itself. A religions survival is based on dogma and rules and making sure adherents follow it. I have heard it all my life: this is what you need to do to be Jewish or consider yourself observant. Don't forget to pass it on to your children. I can respect the article but Judaism is composed of so much diversity of peoples, cultures, different thoughts and (many many) opinions. The message of Go Study the Torah with quality vs quantity makes sense but is a narrow focus of being Jewish. The article is a call to observance but is simplistic and idealistic. It's a Western European perspective on how Jews should observe. It really ignores a great deal and leads down to the road of exclusion.
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from the article: The 'High Holiday Jew' phenomenon