Its coming out of a social initiative that deals with the inability of parents to keep social media (and tech in general) addiction of their kids under control. Human beings have a lot of psychological vulnerabilities and, if you watched the senate hearing, you'd know how tech companies exploit some of our innate addictive personality traits to get people hooked on their product. Pick-up "artists" use this to get laid. Advertisers use it to sell their junk products, etc.

Its easy to point out whats wrong, but nobody sticks their neck out and tells people how to fix the situation. Here, someone seems to be trying, and for that I give them some props..