It's clear from this comment that you did not read the full article. If you did then you'd have seen that the author addresses this criticism you're making here.
> still i suspect the largest barrier is merely that all the popular social media sites are actively captured by ad-driven development / leaders. That cant last forever, people are sick of it.
This is why it's a good idea to make the switch to federated alternatives like Lemmy/Piefed. The more people who do this the more people will see it as a viable alternative, making it easier to get away from the ad-driven model of social media.
It's not necessarily the case that Loops is just as addictive as TikTok. Because TikTok is more than just short term videos. It's also a recommendation algorithm that slurps up as much information as it can about you to predict what you'll want to watch next. This recommendation algorithm plays a big role in making TikTok addictive. And as far as I'm aware, Loops does not have this functionality. It will just show you videos based on a much simpler algorithm that takes into account how recent a video is and how many likes/comments it has, or something like that, which will make it less addictive.