> Not that long ago, it was perfectly reasonable to be as invisible as possible. But now, this strategy is not only not easy, but also has drawbacks, when compared to being visible ( and understood as useful by the masses ).

That's always been the case depending on what you're trying to do, though. If you want to be Corporation Employee #41,737, or work for the government, you don't need a "personal brand"; just a small social network who knows your skills is good enough. If you're in your early 20s and trying to get 9 figures of investment in your AI startup, yeah you need to project an image as Roy from the article is doing.

It's amplified a bit in the social media world, but remember that only ~0.5% of people actively comment or post on social media. 99.5% of the world is invisible and doing just fine.