>2. No more paternalistic benefits. For years we've offered a fitness benefit, a wellness allowance, a farmer's market share, and continuing education allowances. They felt good at the time, but we've had a change of heart. It's none of our business what you do outside of work, and it's not Basecamp's place to encourage certain behaviors — regardless of good intention. By providing funds for certain things, we're getting too deep into nudging people's personal, individual choices.

The authors were not referring to benefits in general, but to a specific subset of them that seem to fit your definition well.

However, I don't see a significant difference between 'traditional' healthcare and preventative healthcare (e.g. a gym membership and healthy food).