Interesting comments both
I think you'll be pleasantly surprised once you finish the article. The concept of "co-op" isn't quite what people think it is at first. It requires a different approach and focus. One where there's no distinction between "owners" and "workers". The Mondragon Co-Op is actually VERY sophisticated in its operations, as well as having solving some major problems experience by past/other attempts at establishing Co-op movements.
The language of Democracy in the workplace isn't different from what is called 'Cooperative economics' in Afrocentric circles. Its more marketing than anything--but it does serve the point of getting people to seriously think about it and consider it. Shedding the taboo of discussing any business that isn't based on Capitalism is deeper than many people take it to be.
If you're tired of reading....take a break and check the video