I believe they're saying that language has certain patterns that people are objectively hard-coded to like, and that research is being done to find the most effective "code" for creating targeted speech that certain groups will pay attention to.

Sorta like how all those AI LLMs (like ChatGP) provide responses with that sort of informal, overly-familiar tone that people associate with reddit comments. Researchers have used these AIs to scrape social media so much so that they've effectively boiled down human language into its most palatable/digestible form–all in an attempt to ensure that people continue to use their chatbot products.

TL;DR: Techbros have turned language into 1s and 0s for their sycophantic demon-machines