Promoting surrogate Kaddish services?

From JL:

I just picked up this week's issue of the AJN and felt uncomfortable seeing how the Yeshiva is promoting a "Kaddish Reciting Service".

 Sure, I understand the need for this in a situation where the niftar doesn't have a male relative who can say Kaddish for him or her. But surely promoting such a service to all is only encouraging and giving comfort to individuals who, without it, would feel a religious and/or traditional obligation to attend Shul during the year of mourning or on a Yahrzeit but now find a "charitable" and respectable way of getting out of fulfilling a halachic requirement towards a parent or relative.

 I think that the Rabbonim at the Yeshiva must reconsider whether encouraging Kaddish-by-proxy is appropriate. It wasn’t so long ago when most - even non-religious - Jews attended Shul daily during a time of mourning. I feel that it would be far more appropriate for the Yeshiva to be encouraging that practice to return.

 Thanks for giving me the opportunity to express my opinion, and I’d be happy to hear what others have to say about this.                                                                               John L