I think that columnist doesn't understand the concept behind the money-back guarantee (and it doesn't sound like the actor making the announcement understands it either). The money-back guarantee concept is a business decision. It is not a reflection on the art, and offering it does not mean that you do not think you are putting out a good product. In fact, it only makes economic sense if you have a good product. It is a means to allow potentially hesitant audience members to feel comfortable taking a chance on an unknown product.
Trader Joe's does the same thing -- you can get a refund on anything they sell, even if you've already eaten it. They do this because most of the stuff they sell is house-brand, and their customers have not tried the stuff before. So giving the guarantee eases people's mind about trying something new.
There is always the potential for abuse, but again that makes it a questionable business decision rather than a reflection on the play itself or theater. And as is described in the article, most people do not abuse the option.
At least one movie has had a money-back guarantee policy.
"What was the name of that cheese that I like?"
"you can't run away forever...but there's nothing wrong with getting a good head start"
"well I hope and I pray, that maybe someday, you'll walk in the room with my heart"