I fail to see how this is bad journalism. In fact, United IS selling E+ for a fee at times. The OP didn't distinguish between whether it was being sold at booking, or at check-in.

It would be bad journalism if the original article stated or implied the former. But I suspect the point of the article was that airlines are trying to exact a premium for better seats. United is doing just that for passengers without status. In addition, it's selling E+ access for a flat fee to anyone, so it is, in effect, selling E+ at booking.