It's not completely worthless but in my opinion not deserving of this much rewards, if they even attempted at driving traffic and onboarding their followers to hive so they would engage with their posts more and learn the benefits of hive curation on posts and comments, feeless donation txs, etc I may even join in and reward such activity.
Other than that if they fail to even garner much attention from users here then they should be fine with a little lower rewards until they do better, same goes for most "influencrs" or what you want to call them who have a following outside ans only thing they do is crosspost or leave a comment here and there.
You would think that driving more traffic to Hive would be beneficial to the author's own self interest which would lead to more rewards so there is some point to what you are saying and I think the author will likely take note of this.
Try not to go negative though. Compared to a lot of other content you could find many other posts to take issue with before this.
I do look at other posts too so it's not like I have a personal issue with this one or it being about the content.