That piece reads to me as agribusiness propaganda. I gather it arrives as part of the dairy industry's push to sell people on the idea of eating three servings of dairy a day. According to USDA figures, per capita dairy consumption already is three servings a day (equivalent to ~600 pounds of fluid milk), and it has been about that much since ~ 1970. Of course, that sort of averaging may mean that some get 12 servings/day, and others get none. I am skeptical of the in vivo nutritional/health benefits claimed or implied for commercial dairy products, though. Maybe a better question is for what the extra dairy (organic, of course) would substitute and what other stuff goes with it. It's one thing if liquid milk subs for Twinkies, but another if Domino's pizza replaces fresh vegetables and rings the sodium alarm bell in the process. Commercial dairy carries some questions, and there is a lot of marketing money behind it to distract from those questions.