If you go to this article, you see an author making a faulty analysis of management textbooks, not self-help. The author is being critical to create controversy in order to pitch his own book.
Those who want real, fair analysis of all-time bestselling self-help authors should read the first book of the Go Thunk Yourself(TM) series. (Also simultaneously published as a blog.)
Book Blog: Debunking the Self-help Bestsellers: "Debunking the Self-help Bestsellers
Fast company has analyzed three self-help bestsellers ( In Search of Excellence, Built to Last, and The 7 Habits of Highly Effective People ) and found that books contain faily similar advice. Fast Company narrowed down the content in the books to seven themes including: take action, focus on the customer, have a mission, and work on your team.
Source: Fast Company "