The platform era is ending. Rather than build new Twitters and Facebooks, we can create a stuff-posting system that works better for everybody.

This old article isn't really about that. It's arguing for posting everywhere, including in silos and linking back. If anything, it's talking about the opposite of what you're alluding to. I don't find the argument that format doesn't matter convincing though. What you post on tiktok isn't the same as a voluminous blog post or a YouTube video. Sounds like a lot of work.