I agree with this and think the embargo is stupid and should be lifted.
However, the younger generation of Cuban Americans are democrats and are already against the embargo. The anti-Castro exile Cuban Americans are hugely pro-republican and their voting bloc is a MAJOR asset to republicans in Florida. And for that reason alone you will not see congress vote to lift the embargo. And that's who has to do it, congress. It can't be an executive order from the President.
I think this is a nice play by Obama. It makes it a discussion. Maybe in a few years another, more mature congress will vote to lift it.