It's sort of like the autopilot thing. You shouldn't call it autopilot unless you're ok with people thinking they don't need to worry about driving anymore, and you shouldn't call Mars a backup plan unless you're ok with people thinking they don't need to worry about Earth anymore, because Mars will be there if we ever need it.
The context of the quote is a response to people who are really enthusiastic about actually being Mars colonists. "It’s a lot easier to imagine a few scientists spending a year or two at a small Martian research station, like the ones in Antarctica, than it is to imagine thousands of people emigrating permanently to a Martian metropolis."
That would make it plan A. Backup plans are for when the primary plan ends in failure. Obviously a tiny city scraping by on Mars by itself while billions die in WW3 is not the goal.
After all...there's always Plan B, right?
If we're need the public to change their behavior to preserve the habitability of this planet, then giving them excuses for inaction may not be productive.
It's a better backup plan than never using a computer ever again.