I read this differently. The author doesn't say YouTube "invented" the term; he says they "established" it. I interpreted this to mean that they brought attenti

I read this differently. The author doesn't say YouTube "invented" the term; he says they "established" it. I interpreted this to mean that they brought attention to the concept of "focusing on the output rather than the medium or the message" to the masses of "amateur" creators who now felt like their purpose was not just to "consume" this stuff, but also to create it, regardless of its worth or the harm it does to them. I've certainly experienced this all around me. Perfectly boring people who have nothing to do with media production will reference the stuff they're watching on YouTube or finding on Instagram as "content", even when it's just their cousin's photos of themselves taking selfies on a beach in Hawaii with an acai bowl. This to me is "establishing" a trend, not inventing it. Personally, I really dislike this trend. I especially find the term "consume content" to be... gross, actually. Like a pig at a trough. But I'm not sure how common my experience is.