Is IPFS really web3? IPFS is a slight upgrade to bitorrent, and p2p tech was popularized by Napster over 20 years ago. It's been a part of the internet longer than "web2"
IPFS isn't even really an upgrade in many regards, at this current point in time. Auto-replication of data, tracking, some NAT stuff, DHT quality still have a bunch of gaps. Actually, browsing around with IPFS feels like being on dial up with a ton of the standard examples being super bandwidth limited.
Indeed, it's the point of the article: Web 2.0 was already supposed to be this decentralized nirvana with blogs and peer to peer software like IPFS. And look what ended up dominating !
Some day these new centralized "web3" services will just remove (or very severely restrict) their APIs, just like Twitter and Facebook did. (Hopefully the effect will not be as dramatic on the companies using them...)