This and Reddit are 100% social media. Right now, writing this, we are socializing on this media.

Maybe I'm wrong, but this is how I've viewed it for years

That's basically how most of Instagram works and is what the article is about. No one knows folks on those platforms either. They aren't "social" anymore. No one shares anything personal, it's all "content" created for millions of followers by influencers and the like. This is probably more like social media than current platforms are. It's closer to what social media was when it started.