The author makes a good start at fleshing out this argument, but stops short. He goes on to talk about a gizmo that was added to his own work to track use of a feature, which then was abused by others in the company.
The problem is that the same motivation and tools that are used by developers to figure out how to make their products better are the same motivations and tools used by advertisers to sell crap and snoop on users. Exactly the same tools, very different outcomes. One improves the experience while the other degrades it.
It's not clear how to separate the two, allowing only the "good" uses of tracking technologies while preventing the "bad." For its part, the essay doesn't really provide an answer so much as start talking about technologies.
But if you really want to improve the Web, it makes a lot of sense to really drill down into what makes the Web bad today. It is really technological complexity, leading to rendering engine monoculture? Or is it something more sociological in nature?