This always rings me an alarm: Hey, this is something extraordinary even Hacker News can't deal with it (via the usual way, like on posts with an inverse points/comments ratio, indicating hate and flame inside).
Right, this guy is a genius.
Together with Amelia Wattenberger they represent a new wave in storytelling: Meaningful content and meaningful interactions.
The previous wave was proven to be a bubble. Embraced, supported and pushed by mainstream media (NYTimes, Bloomberg, Spotify) the formula for the first wave was not successful: Meaningless (average) content + Meaningless (flashy, art-pour-art, attention-seeking, etc) interaction.