What this article pinpoints is the Canadian love of complaining about Air Canada. WestJet is clever to use it, but some employee exploiting another company's problem to obtain free publicity for his own company isn't exactly altruistic. It sounds at least like the Air Canada employees were gracious about the WestJet pilot showboating on their plane.

I fly both airlines constantly and there is no difference between them overall in service level. I fly Air Canada far more because they are a true international airline and WestJet can't really even be compared in that regard.  I have had good and bad experiences on both. But for some reason the public and the media love to hate Air Canada, and gives a WestJet a pass for their considerable lapses.
 
Funny how hard it is to change people's perceptions, no matter how outdated they may be.