There's no need to pave a road to hell if you're already in hell because you've surrendered to bad intentions and now they're all that's left. The logical conclusion from acceptance is that it's in nobody's interest to put anything on the web (or anything equivalent) and have it become even more of a consumption-only medium than it already has.
Also, what's happening right now is, in fact, the flow of information being controlled; to primarily flow towards a few powerful entities, that is. You're neglecting to consider the effects of power differentials. Those powerful entities need to be constrained for the flow of information to actually be free.
Granted, the solution proposed in the blog post seems a bit too technical and high-friction to really be feasibly, but at least people are thinking about it.