It's weird to me that the author kinda meanders around a few key things without ever explicitly saying them and, in that regard, they kinda muddy the water around their point.

1) He blames the fall of the web on all the people (web designers, UX designers, developers, creative directors, social media managers, data scientists, product managers, start-up people, strategists) that works towards creating it but I think the problem is more the people that have changed the culture around the web, namely that it has to be monetized. The aforementioned "architects of the web" are just there to create content but they're not the ones that need to load it up with tracking codes, tag managers, and DRM. The people that monetized the web are the ones that broke it.

2) The culture of the internet is completely different now and I think it's because the barrier of entry for the internet is so low now. Consider that, up until a few years ago (5-10 maybe, or longer?), it took some amount of knowledge and/or skill to use the internet. Everyone couldn't just jump on the web. You had to know enough about how to use a computer to install the software, you had to be educated enough to connect the hardware and install drivers, and you had to know how to find information. Even more so, if you wanted to contribute to the web, you needed to know some kind of programming language and at least basic HTML, how to get those pages on to a server, and how to connect it all to a domain. It wasn't all just a Google search away from whatever word-vomit is advertised the most and pushed up to the front via SEO and Facebook/social media. Now, anyone can get on the internet. Almost every person on the planet has some access to the web and adding to the bucket of knowledge and data on the web is done via WYSIWYG editors and text comment boxes that require nothing more than the ability to use a keyboard. YouTube comments and Facebook comments are complete shit for the very reason that it doesn't take any amount of effort to post them.

3) Intellectual property on the internet is a mess and, as the article has pointed out, everything is starting to centralize instead of the decentralized web of the past. There is severe bit-rot that happens that didn't happen before simply due to the fact that a YouTube video can now be automatically taken down, without cause, over even the suspicion or false claim that it contains copyrighted content. The amount of content that has disappeared off the internet because of a DMCA takedown is heartbreaking, especially when you consider that a lot of other content embeds it or references it. The web's greatest feature, the hyperlink, is now its biggest downfall because corporations and greedy assholes can take down content just by accusing it of violating copyrights. They don't even have to own it to make a claim. In other words, the ability to rot that content is far easier and more automated than the ability to protect that content. Politicians the world over have done their part to sell us all out and reinforce this negative cycle instead of protecting the backbone of the internet.

All in all, the internet used to be about sharing information. Now it's about cashing in on everything possible and, to the author's credit, he's at least identified that commoditization is a huge part of that problem. It's not the only problem, though. Tracking is a symptom, not the cause.