I believe this to be based on a faulty assumption: people do what they want. While it may be true that at the reptile-brain level we do want what the Algorithm feeds us, that statement is equivalent to saying that someone who is addicted to opiates wants to feed their addition. It's only true at the most shallow of levels.
The article at large seems to realize that, but I think what is needed is to distinguish "want" as what we as rats in the Skinner box want and "want" as what we humans who do not wish to be prey to that Skinner box. That is the promise of platforms without the Algorithm, just that it wont try to take advantage of users.
(As a side note, I am an advocate for using capital 'A' the Algorithm to refer to the content-aware, black-box recommendation engines that run social media sites. That let's us continue to talk about lowercase 'a' algorithm to refer to sorting and such)