We can recognize the people pushing this shit as charlatans, enemies of humanity, rather than the geniuses they want us to see them as. We can stop falling for their scam of the day. We can organize to tear down their power, devalue their wealth, deliver them consequences.
We can preserve and strengthen our standards for provenance of knowledge. In particular, open and community based projects that deal with knowledge can clearly and unequivocally ban model-generated bullshit and users who try to sneak it in.
A lot of the problems with provenance of knowledge didn't begin with LLMs. LLMs just greatly accelerated the threats that fashy political aspirations and capitalism/adtech already incentivized. LLMs make the defender's role a lot harder, but not fundamentally different.