User toyg is using the same definition than Richard Stallman (I tried to find the relevant essay but can't; I just remember RMS also pushed back against "content"). Toyg is not making up a new line of thought, this has been argued before. Not only by Stallman, either, this dislike for the term "content" is also espoused by some here on HN (and I agree, to be clear).

I think it goes beyond latching on the dictionary definition, and really looking into how platform owners see the bits they push around. It's not about being "clever" with words to score a point, but actually about the meaning we want to give art, be it novels, drawings, music or shows/movies.

If they said “platform owners” I'd give them credit for that, but they didn't; they said “anyone”.

Context matters.

Also, "platform owners" (or advertisers, as another comment puts it) managed to install this term and so most of us use it, so it's no longer just platform owners. Which is why RMS railed against it.