The article offers several options depending on the question's perspective. The commercial answer would be publishers of longer-form content, but the more sociologically important one would be that it is harming the ability of the average person to engage with long-form information, making the phenomenon costly to the whole world.
I don't think that long-form content is always superior to short, but I do think overconsumption of short-form content reduces peoples' ability to handle irreducible complexity.