Agreed. The writing is quite prolix, affected, and pretentious, too. This is apparent even in the first sentence, where the author inexplicably puts quotation marks around "social network feeds" (while incorrectly failing to hyphenate the compound adjective).

This would, of course, be obvious to anyone who has studied languages or writing. For those for whom language is a mere instrument or vehicle of thought, while receiving no thought or appreciation itself, I can see why this may come as a surprise.