Sooner or later, I think companies like twitter or reddit will want to "lock in with golden handcuffs" their most valuable writers, those who result in precious ad money eyeballs.
Otherwise, these writers may go to those who'll pay them. Some may decry that, but I think it will incentivize both to behave.
If you need fresh examples, I find Rogan tone regarding the whole Spotify thing very telling: he's as nice to them as someone who's received a $100M cheque :)
And on the other side, how Spotify handled that despite the various pressures exerted, is also very telling: they're as nice to him as any pro-sports manager would be to a highly paid star player, who in the course of the contract is expected to generate way more revenue for the team that what they pay him (or... they would not pay him that much in the first place!)
Both parties benefit tremendously from the deal, which gives a strong incentive for everyone to behave.
The author has noticed part of the trend in journalism: the "extreme upper who’s public standing achieved escape velocity, allowing them to go independent via Substack and earn vastly higher incomes".
The only reason it's currently limited to the upper tail is due to frictions and transaction costs / legal issues etc. making it easier to pay $100M to 1 person vs $1 to 100M people. However, that's not set in stone.
With the financial upheaval that crypto will unleash onto the world, I believe that status WILL end up paying the rent: reddit could certainly spin some coin to pay the people they value. Writers will moonlight under a nom-de-plume, until it starts paying more than their daily job. If it's not reddit, then some other company will.