To those saying "Oh I can tell it's fake, obviously!", consider: will your parents/grandparents? And will you still be able to tell in five years, when this tech has had 20 new iterations, each addressing the very tells that right now let you notice it's fake? I know, I know, photoshop and fake pictures have always been around. But now, everyone can do it in 30 seconds. That changes things.
Does it? I've seen limited amounts of text-based propaganda / misinformation and anyone can do it 30 seconds, yet somehow we're not drowning in a flood of it. Society got better at verifying textual information, even though some individuals remain susceptible. In my chat groups, it is always the same 2 people that fall for - and propagate - scams/snake-oil/misinformation regardless of the medium.