Ah, he dives into semiotics. The style of the page reminds me of what you’ll see from people who have been online a long time — the single long page with lots of links, broken down into logical 1 2 3 4 pieces.
While it comes across a little rambling, it makes sense. He’s actually calling for a moderate view of things but it’s got enough hyperbole to keep it interesting. I just skimmed it (have to run out the door) but I’ll give it a proper look-see later.