A content creator says

I stopped reading there (and not just because I can't close the fucking popup)

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?

i don't see how it's a revolutionary idea that you work based on the wage you're paid. i get a low wage so i do very little work. i'm trying to get anything better paid but for now i'm giving exactly as much effort as a low wage job requires.

So... I've dealt with people who take this girl's approach to their work, when their work getting done well was necessary for something I needed, and I definitely didn't like it. I also think this girl in the article is extremely at risk of having her job replaced by an AI and winding up behind the 8 ball when that happens and the market gets that much more challenging.

That said, for as bad as it is, I think this is actually closer to the answer than is everyone working for Amazon and peeing in bottles and $26k per year and no health insurance.