The article almost encourages this interpretation, although I'd praise it for at least acknowledging the "performance" part.
It seems to mash consumerism, commercial Social Media and GenAI into one though.
Still, I try to see the positive side, and I think there certainly could be such a trend.
No idea if it's just a small part of people going against the grain, or a broader shift.
Regarding media addiction, there is a pattern that would be kind of similar, the large cohort of elderly people who are addicted to media and the commercial web, compared to the comparatively smaller portion of younger people falling victim.
Among my "elder millenial" friends, I can only say that abstinence from doomscrolling and modern tech (especially smartphones and SM) seems to correlate with integrity and smartness.