I think he's talking about how social media spoiled all of the little unexpected "gifts" people would get. For example, when my daughter stayed at a resort for her birthday - 20+ years ago - she received a card and balloons in our room, along with a birthday cake at one of the restaurants. My parents got flowers, champagne, and chocolates on their 50th Anniversary. I haven't heard anything about towel animals, even before Covid. Again, instead of viewing them as a cute surprise, people would get angry if they didn't get them; after all, other people on the internet talked about and showed pictures of theirs.
But with the advent of the internet, these little surprises were shared with thousands of people, and people started not only expecting them, but sometimes demanding them. And also, sadly, lying about their "celebrations."