I must have misread the article...I thought he was trying to persuade me that the shroud was a hoax. As a Christian myself, I am ever ready to be persuaded in favor of God's miracles, and don't go out of my way to make others question theirs.
If a significant sub-section of my faith derived hope and reassuance from believing that one specific location in Bethlehem was the offical, true, exact and guaranteed location of my savior's birth, I would have to be a very self-centered and immature Christian to stand across the street and yell, "WHooboy! Are YOU ever wrong!" (Especially if I was trying to make money selling tickets to MY official offical, true, exact and guaranteed location of my savior's birth, which, incidentally, you can read all about on my website, and I'm writing a book, and I want to get a big movie deal like that Davinci Code guy.
[/SARCASM]
Seriously, it sounds to me like the guy stands to make some significant money for himself selling the idea the shroud is fake, and thereby saddening the faith of many people who believe the Shroud is genuine. Real or not (I side with real) I think it is mean to set out to put bolders in the path of new Christians who might be given hope in their growing faithwalk by the Shroud, and I wouldn't want to be the one who had to stand up in the afterlife and tell the God of All Creation "Yeah, I went out of my way to injure the faith of other Christians, what about it?"
The Shroud of Turin should not be linked to your faith since faith does not require physical evidence as Jesus told Thomas. Your ancestors did not need to to accept Jesus and neither do you.