I hesitate to criticize this person, because they're presumably writing for an audience that already knows them, and probably are following for this style of writing, but I have to ask: What is it with think-pieces that state obvious and widespread conclusions while using jargon and jokes to obscure how basic of conclusions they really are? I can't fault people who do this because they're paid by the word and taking…
People sometimes make up terminology because they are trying to communicate ideas for which there really aren't popular terms. I struggle with this myself. I get accused of being idiosyncratic, using words to mean something they don't to other people, etc.
New ideas require new terminology. It's part of why living languages grow, change, add new vocabulary, etc.