Let's make this concrete. If you were a printing company, would you advise your employees to add a footer to every email saying: Please don't print out this email!
Of course many would say: Hey, but this would cannibalize my business! True, but as the above-mentioned article says: It's better to do it yourself, than that someone else is doing it to you.
I think we can also flip this challenge to ourselves. Think about what you would do if your customer (member of family, friend or client) would use less of your product/service. What would you do?