The author claims that for Robinhood, "maximizing user engagement" translates into blindly optimizing for getting more and more individuals to trade more and more. Those individuals are not paying for the product; they are the product. More precisely, they are the raw material for generating as much order flow as possible for sale to Wall Street firms.
Robinhood, in other words, is in the business of MANUFACTURING as much order flow as possible from its raw material, retail investors.
This is probably Not a Good Thing™ for retail investors.