As someone who does like tonsky’s stuff sometimes: I immediately closed the article when I saw it. I’m less charitable than you: it’s not cute, it’s just annoying, and it should be able to be switched off. For me it goes into the same box as his “dark mode” setting but it’s worse because it can’t be disabled. Why should I, as the reader, put in effort to overcome something the author found “cute” just to read their words? It’s akin to aligning the words to the right, or vertically: I can read it but it’s so much work that I’d rather just not.