So far I've yet to see a convincing argument for what "Web 3" is and can offer that we can't currently do without the use of a Blockchain. It all seems to boil down to "it'll cost something to do something", which isn't exactly a convincing argument on its own. The responses to this story read rather like Facebook comments on controversial news articles - there's a bunch of comments claiming the website is a bunch of…
I currently think of the role of crypto in "web3" as a bit like dark matter in the universe, something that causes the web (universe) as a whole to resist centralisation -- by means of financial incentives. It doesn't have to be everywhere, but it has to be in enough places to resist the pull towards building megaservices like Facebook.
I'm very skeptical as to whether it's actually going to play out that way though.