[kokokokoko]

No, it's just typical Twitter/Facebook era reactionary writing. The author is likely in some type of bubble, probably behavioral science, possibily behavior nutrition, and feels an artificial need to right the wrongs of an algorithmically generated appearance of a wrong on the world. In this case, that people are not as aware of behavioral science as the author and others in the bubble the author consumes their media in.

[goldemerald]

I typically don't like to read into the motivations of articles (or people's actions for that matter) and I take their words as an independent object. Given the article has a logical flow with plenty of high quality citations, I'd say his thesis of "willpower is ill-defined" is a valid statement.

EDIT: The author is an Assistant Professor of Clinical Psychiatry at Columbia University, whether or not that affects your view of the article is your prerogative.