No one deserves to be stiffed when they are doing a satisfactory job. That's not what I, or anyone to my knowledge, has said. The problem arises when someone who is doing a C level works expects B or A level treatment. Tips aren't required, they are earned.
I worked as a server, so I know both sides. There are cheap people who will never tip no matter the level of service. While that sucked for me when I was a server, in no way would I compromise the level of service that I provide because of it. Why? Because that's a poor reflection of the establishment and my character, and people are always watching. I've had completely different tables leave tips with notes like "Sorry you had to deal with that ******* who ordered seafood, please do something fun with this $10!"
This not tipping thing is not a minority view. Name one other place in the non-western world where tipping is not only a cultural practice, but an expectation regardless of service. I'm not saying that it doesn't happen elsewhere, but there are few examples if any. Because it doesn't make sense. It falls on the business owner.