The broadside is warning people to not buy an air-conditioner without a hechsher (in this case the Kahsrut Badatz Mehadrin of Rabbi Rubin) because when you walk into a room with air conditioning the heat of your body causes the temperature to rise slightly in the room thus causing the air conditioner to work harder.
Air conditioners have always had thermostats and have always worked to keep the room cooled to whatever temperature you set it to, yet now we need hechshers on our air conditioners. There are also some people (even though most do not) who only open the fridge door on Shabbos when the compressor is running - this seems like a similar argument.
But marketing is marketing, even if it creates a new chumra in the process.
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