See the following brilliantly observed parody for the reasons to take him with a pinch of salt: https://www.youtube.com/watch?v=x1bX3F7uTrg
That said, he is one of my intellectual idols, however much he does enjoy gimmickry.
E.g. why are you on HN? Is it because you're bored while something is compiling? But you know that you'll spend more time on HN (or slashdot or whatever) than it takes for the compile to finish.
And why is twitter so popular? Isn't 140 characters the antithesis of patience?
I can certainly take the time to read long articles, but I didn't know this author. So that makes him one of literally "thousands" of articles, tweets, etc competing for my time every day. That's why I generally flit thru articles.