"...when all experience can be deconstructed and reconfigured, there become simply too many choices. And in the absence of any credible, noncommercial guides for living, the freedom to choose is about as "liberating" as a bad acid trip: each quantum is as good as the next, and the only standard of an assembly's quality is its weirdness, incongruity, its ability to stand out from a crowd of other image-constructs and wow some Audience."[0]

The quote about the purpose of terms like "content" and "content creator" is spot on. It's the shipping container of the internet, a way to standardize units of things to sell and consume. Call it a necessity of the market, a knock-on effect of Amazon omni-retailers, but it's dehumanizing to reduce all creative effort to indistinguishable units, and strange that so many people take on the mantle willingly.

It's also expedient. Take a subset of YouTubers, they're likely doing different things across multiple disciplines. Video editing, music, education, performance, it's hard to name all those things. Easier to say "artist". Or "content creator". So I don't think it's all due to the machine.

[0] https://www.thefreelibrary.com/E+unibus+pluram%3A+television...