That's not what they're suggesting. They're noting that digital services have come to look more like traditional goods, and reasonably warrant analogous trade

That's not what they're suggesting. They're noting that digital services have come to look more like traditional goods, and reasonably warrant analogous trade policies. If a foreign market bans or regulates some good on import, reciprocity just suggests applying an equivalent measure on their exports. Here, China restricts many US social media products, which a free market advocate would call an unfair distortion of the market, that deserves to be balanced by reciprocal restrictions on their social media products. (perhaps in the hopes of pressuring China to stand down their restricitions and "play fair")