This article stinks of an agenda. The author goes out of their way not to mention the term Fediverse (pluriverse? wtf is that?), and they clearly haven't done their due diligence on Activity Pub. Either they skimped on the research or this article was heavily edited afterwards to remove any concept of the Fediverse being a viable alternative to centralized platforms. Doesn't surprise me coming from Business Insider.
That being said, the overall dynamic the article speaks to is valid, as is the discussion it engenders, so have an upvote despite my gripes with the writing.