I think you're referring to something different than the article

I agree with you the web used to be more decentralized in terms of unique websites, blogs, communities, etc. It is much more homogenous now, with majority of traffic and community forming on a few social networks instead of across hundreds of sites and forums

However, within the social media sites users have become much more siloed than they used to be. Algorithms are trying to isolate us into our own personal echo chambers rather than just giving us the raw feed and letting us navigate it

The way I understood is, if you’re hyper-online and very consumerist, you’ll want to onto the train fast, and get off it fast so you would be deemed as a “trend maker” rather than “trend follower”. I’m not sure if I’m making sense, but it’s a bit more visible within Tokyo/Shanghai subcultures. It was less visible to me in Vancouver, where there’s a single main culture (everything outdoor and outdoor related) and not participating is also “not cool”.