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Not the author, so no idea, but it seems to be directed more at people who put their content directly on other platforms to be doing wrong.

Creating content on yourblog.tld and linking to it from Twitter/Facebook/etc. is fine, but creating content on Twitter/Facebook/etc. prevents you from really owning it. Same audiences, but now you have control over the content (for the most part. People can copy your content or there is caching).

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