These videos make 30 seconds feel like a very long time.

I do not see this article telling us who was hired to be the producer of the videos. I wonder if perhaps no professional communicators were part of the process. All too often folk engaged with computers consider themselves to be omnipotent with no need to consult with other types professionals. A professional communicator would first devote much attention to developing a proper "creative brief" that clearly states the objective of the project. As work proceeds they would constantly go back to the creative brief to keep the project sharply on course. The message should never be unclear.