"Send me a link to a news story that turns out to be a video, or an audio file, and I’ll close it unconsumed: I haven’t got that kind of time. Send me a transcript: I’ll finish reading in half the time it would take me to passively sit there while it played, and I’ll more clearly remember it."
The author is ok with sitting and staring at the article because it's faster. What he misses is that it forces you to actually be in a position / context where you can read from the screen.
Personally I have been giving a lot of though about balancing how I consume content. Text vs audio. Walking / exercising or whatever instead of reading.
I don't believe we should optimise on "time to consume" but rather "healthiness of consume".