Several years ago, Mozilla/Firefox created "Persona," which was an open-source federated identity system that provided all the benefits described here. The idea was that it would eventually be built into browsers. I used it on a commercial site myself for many years. It failed to gain traction, and Mozilla eventually pulled the plug. Persona had many advantages over the Web3 vision described in this article. It was p…
Sometimes it's all about being in the right place, at the right time, with the right amount of hype. Inferior technologies win out all the time.
That being said, if (major if) auth through web3 did take off, I wouldn't be surprised if over time it slowly creeped back toward a solution that doesn't use blockchain since a non-blockchain solution would probably be simpler, cheaper, and faster.