I suspect that the majority of people who are shoveling BS in their blogs aren't doing it because they actually want to think and write and share and learn and be human; but rather, the sole purpose of the blog is for SEO, or to promote the personal brand of someone who doesn't want anything else.

Perhaps the author is speaking to the people who are only temporarily led astray by the pervasive BS online and by the recent wildly popular "cheating on your homework" culture?