He is undeniably "fucking around for clicks." When you don't want clicks, you don't cross-post to YouTube, BlueSky, LinkedIn, your blog, etc. Clearly a lot of effort went into making this announcement social media friendly and click-worthy. He has analytics on his blog to track how many clicks he gets.
Whether it's in a "shallow sense" or not is subjective and there's no way to really argue against that. Do I think he's karma-obsessed and drooling over engagement dashboards? No. And maybe that's what you mean.
But you have to be willfully naive to deny the irony in deploying numerous completely unnecessary layers of tech, over numerous social media channels, to let everyone know that you no longer want tech and social media in your life.