Its a worthwhile one off magazine - weather is nice so people are motivated to go out and try get fit so fair play.
As for something natural - I would agree if we still lived in caves/trees and spent half the day physically chasing our lunch and dinner but nowadays most people are doing very unnatural things including their diet, work (sitting in offices/physical work our bodies weren't designed for etc) and our sleeping patterns to name a few. Our bodies are different.
I would bet half the people on this forum if they just jumped up at the weekend, stuck on a pair of trainers that 'would do the job' and went for a run would spend the next three days aching all over because they did more harm than good - in fact this will stop people doing it again.
Do it right or do it twice...! Well you know what I mean