Did you read the article? Excerpts include:

Generally, in business, it is sensible to provide your customers with what they want. With Twitter, the meme-makers’ favourite billionaire is doing the opposite. The cyber-trucker is trying his best to cull his customer base.

Threads is what would happen if Twitter and Instagram made out in a bowling alley. It’s all their worst parts combined - but it may well succeed. Rocket-man Musk’s changes to Twitter have not exactly made it ‘brand friendly’. Threads, meanwhile, is shaping up to be a paradise for in-your-face brands - and the AdTech industry would love for you to join them

and

Threads’ naffness won’t stop its success. It’s data-scraping fluffily dressed up as substandard corporate twaddle. It’s a cringe-inducing privacy invasion. It’s not meant for users, but that doesn’t really matter: you’re not a user, you’re a product.

It’s describing Threads as a product not for users, but advertisers. The perfect brand-friendly non-place for companies to stick their marketing crap. That doesn’t really come across as a ringing endorsement to me.