I think it's the unnecessary insertion of emoji's next to words, and flashing of the current word that OP is talking to.

No one is is arguing subtitles are bad, it's the way this tries to increase engagement through abusing attention mechanisms, that I also agree with OP is likely damaging to us.

It's part of the many reasons I dislike the current short form media craze - horrible tactics like this are used more often than not.