The article's two novel (to me) points, in brief:
"My model is something like junk food. Food scientists can now make food hyper-palatable. Optimization for that often incidentally drives out other properties like healthiness. Similarly, we’ll see the rise of junk personalities -- fawning and two-dimensional, without presenting the same challenges as flawed real people."
"Proposal: ... [AI] should be impossible to confuse with a real person ... For a chatbot, why not give them the speech patterns of a fusty butler, like C3-P0? Or that autotuned audio burr when speaking that we use to signify a robot."