I think you need to explain a bit more. I can guess where you're going, but a cursory glance at the article does not say what I thought it would say. The title is pure linkbait. This seems nothing more than a public effort to galvanize the private sector into accomplishing what OpenID, Open Social, etc, tried to do. Now of course, the article is very lacking on technical details, so it could be much, much more malicious. But you haven't given any credible information to help explain why.