Whoever wrote this doesn't understand their subject.

> In the case of the modern web, this activity of making rules out of chaos is already done professionally under job titles like search engine optimization.

This is a complete mis-characterisation of SEO, and alerted me to the author's lack of knowledge of their subject in paragraph 2.

There's more inaccuracies in there. I gave up reading after a bit. They cite a lot of philosophy, but clearly don't understand the tech.