I personally find this argument very appealing, having always been a lover of non-fiction (as reflected in the kinds of books I work on today). When I was a kid, my favorite reading was two series of non-fiction books published by Random House, the "All About" books, which dealt with topics from science ("All About Dinosaurs" and the like) and the "Landmark" series, which covered history and biography ("Abe Lincoln: Log Cabin to White House").
I gravitated that way, in part, because I shared a bit of the widespread attitude that "story books" were for little kids and girls. As a result of that attitude, if my literary diet had been limited to fiction, I would have done a lot less reading than I did. I've since outgrown my childhood prejudice against fiction, but I think educators (and parents) would want to be mindful of the phenomenon when designing programs to convert kids--especially boys--into readers.