It seems like he's critiquing the UI which is the core of their product - they have nothing to do with content. And by saying that content is more important he

It seems like he's critiquing the UI which is the core of their product - they have nothing to do with content. And by saying that content is more important he's saying that they are taking the wrong marketing approach to get people to use their pretty looking app that he basically designed. It is a bit funny that it ends up as a publicity opportunity for them though.