Overview that explains the problem this is meant to solve: https://upspin.io/doc/overview.md
Well, there were many discussions about this topic. Ultimately non-tech users have to use the software that somebody has to make, market, maintain, etc., so for most users upspin model simply pushes service providers from web browsers to apps where service providers are still very much in control, not users.
I think only protocols could give some control to the users for the longest time. They could enable competition among implementations essentially preventing implementations from taking roads that punish users. They would have to find different and user respecting ways to make money. But even then a big corporation with too much money could monopolize the whole market, "extend" protocols and drive all of the user respecting competition out of business or make them play by their rules. And we are back at square one, thinking about taking back control. Something in software has to change very profoundly to change this, like making software that doesn't need maintenance or at least needs so little of it that anyone could afford to do it for their entire life.