I wholeheartedly disagree. Anytime that a behavior X is considered undesirable by society, the people who engage in behavior X feel ashamed about it and there is a stigma surrounding people who do X. Any culture that is not completely neutral on all matters shames people. Such a culture could never exist in the real world because it would be very inhuman.
Whether or not fat people are shamed by others is really a question of how people collectively feel about fatness. I say that it's a good thing that people collectively assign negative value to fatness since it is a sign of general unfitness and ill health.
I'm not saying that we all should go out and bully fat people, but I do think that this "normalize fatness" movement is very misguided.
If what you believe is that positive reinforcement (Giving the dog a treat when they do a trick) is good and negative reinforcement (Beating the dog when they do something wrong) is bad, then why not support "normalizing fitness" rather than "normalizing fatness?"
Scientific American as of late have been posting click-bait articles that attempt to invoke an emotional response and start fights, political and social commentary disguised as science. It is unprofessional and opposed to the scientific community. What happened to them? Did I just shame them?