For the writer, this format has the same advantage as a tweetstorm: they get feedback that's very granular because each tweet / text block / whatever has its own reaction counters.

It can be surprisingly revealing to see that a particular paragraph got 100 likes and the next one got 15, for example. That data can be used to hone future writing for the audience's taste.

I enjoy reading in this format since the story can be told over time and through separate posts. Each post is like a mini story of its own. Also it is nice to see a discussion referencing specific posts. It is different, but I like it.

This format is not too different from the textbook definition of a "blog post"

It isn't. Reading it I was like "what the hell is this? Is this some kind of reformatting of a series of tweets or something?" but it turns out it is some new format that the author is behind. No thanks.

agreed