I agree that this slightly muddled thinking.
First off, although there are lots of serialized dramas on streaming, there are also episodic shows. Poker Face and even the new Mr & Mrs Smith are largely episodic. The aforementioned The Lincoln Lawyer is in fact a serialized drama, as is, AFAIK, Virgin River. Sure they could air on network TV, and there's nothing to stop network TV making such shows. Indeed, it's pretty obvious following the success of Suits last summer that we're about to be deluged by soapy legal shows.
But shows were made on an industrial scale to meet an economic need. They had to fill a September to May schedule, and ideally reach 100 episodes as quickly as possible for syndication. Audiences got trained to expect the same show airing year around, but now audiences are quite capable of getting used to 10 episodes once a year, or once every 18 months.
I mean why stop at 22? In the sixties, some series would run 30+ episodes a season. Should we go back to that?
*Marketing* shorter run shows might be a little harder, and I definitely think Netflix in particular is bad at this. They also seem to be the one outlier in still dropping everything at once, or at least in two tranches. But that's just bull-headedness at this point, like not putting some of their films in cinemas.
(Sidenote: I had to switch on my VPN to read that piece because lots of US newspaper groups still can't cope with European privacy regulations and just don't bother).