Unfortunately, Alex is making the exact mistake he outlines. In criticising the notion that criticism is associated with negativity, he tries to associate criticism with love. He says:

The reason a person is critical of a thing is because he is passionate about that thing. In order to have a critical opinion, you have to love something enough to understand it

Now you may say that you don't really care about something, unless you're critical of it, but saying you have to love it, because you are critical about it, is a bridge too far. That would have exactly the same kinds of problems as the association with negativity.