Stop thinking for "a lot of people"..you're doing it wrong. I speak Spanish, Hombre. I think you are over-sensitive and distracted...it's an article about Taco Bell. The author was speaking to himself, aka self talk...so you posit he was being rude...to himself. If you and like-minded individuals consider "manned up" rude...you are either over-thinking, trying to be the thought-police, are over-sensitive, or have never been in a situation where you manned-up. Rude? Seriously.

Thank the stars society has someone like you to interpret someone else's words and translate to all languages censoring and removing all ambiguity.

-Hombre