Pride is the destroyer.
First, please realize that reporters take only the info they need to round out their story and that they use quotes out of context to make a point - a point they want to make. They address attitudes and also the benefits of marriage as the basis for teaching the skills. It's hard to address selfishness or prideful behavior without operationalizing them. Teaching behaviors to couples that help them demonstrate that they are not selfish is an important step. You can tell someone not to be selfish - but it helps to show them what selfish and unselfish behaviors in marriage look like.