The article is claiming that people need to put more effort into organising social events with tips on how to do it. And the tips around escalating discloure etc. are very much like workplace ice-breakers... utterly awful experiences that everyone hates.

Unless you first diagnose why people dislike socialising nowadays you're unlikely to fix the problem. Enjoining people to 'invest' in relationships is entirely missing the point, people used to hang out with their friends because they enjoyed it not because they thought it was an investment.

I feel you. I'm a rather social person and generally enjoy social interactions, but reading this article reminded me more of the dreaded "career networking" (I refuse to believe in the existence of people who actually enjoy networking). If those were how my social interactions and gatherings went, I think I'd avoid them, too.

It reads very Ivory Tower, an overly scientific and analytic essay on something that simply doesn't work unless it happens naturally. I appreciate where the author is coming from, and their intentions, but I think it ironically ends up arguing against its own premises. It mentions that people are forgetting how to form natural connections and deal with the messiness of personal interactions, before going on to suggest approaches that feel mostly like following a recipe or checklist.