This is an absolutely wonderful article! And it perfectly describes why I feel obligated to Shakespeare after having read his sonnets: four hundred years ago he rolled up his poetry and put it in a bottle, in the hopes that someone in the future would read it, and by doing so keep his legacy alive.

As pointed out in your article - isn't that really the essence of what we're all doing whenever we publish a post on social media? While I certainly don't feel obligated to return a message to every sender, it does make an interesting case for there being some kind of moral obligation to engage with content one feels a connection with.