You say, he is taking it seriously but he isn't, what he says doesn't indicate he takes his use of facebook seriously. Can it really be "too serious" to ponder the nature of a huge part of society? Their are people doing graduate work in this field, are they being "too serious"? Why be dismissive because you don't agree?
I can see how it is a bit unhealthy for some people though, if they identify more with their online effigy. It's narcissistic to build a shrine to yourself, how ever you look at it.
The false sense of celebrity he speaks of is being inflated by the hollow validation of likes and comments, again liking the effigy and not the person(obviously not mutually exclusive).
I think he also means the sheen of interpersonal surprise and the resulting hype vibes can be somewhat dulled by receiving the news online first. Like imagine if your boy told you he just got engaged, in person as a complete suprise, most would be all "WHAAAAT CONGRATS DUDE HOLY SHIT THIS BEERS ON ME!" and that interplay of hype vibes is second to none, if you already knew it would not be the same.