It’s a prop to promote whoever-she-is’s tik-tok channel. If you haven’t been looking out for yourself and constantly overwork yourself… no shit you shouldn’t be doing that. Anyone who’s worked is attempting to optimize less work for more pay. My distaste is for the article, btw. To address your question, it’s just rebranding like you suggested. Why come up with something new when you have the next generation’s social media app and all the ideas that worked on your generation to fuel the channel?