I think the post you are replying to was trying to say this, but less precisely. It used to be that a MySpace, account profile on DeviantArt, Flickr, an online forum, or even a personal website was another human trying to connect with (or troll) someone, and that everyone was putting out content because that’s how you needed to exist.

Nowadays, I’m sure that 95% of all content I see is made by a media company for hire, mega corporation, or, most recently, word soup from an LLM where, in a strange twist of fate, I’m just a lab mouse in a giant, AI created A/B test trying to determine which option gets 0.2% more clicks. The age of casual creator is mostly over. Everything you do must be to build or enhance “your brand” and its a full time job to keep up with huge teams that automate the churn of information regurgitation, otherwise you’ll never be able to get enough of a following to qualify for perks that actual content creators make - and we’ve not even gotten to compensation yet. The gold rush of making money selling your brand online is over and it has been enshitified much like everything else novel and interesting in the world and on the internet.