you can have decentralization without blockchains. Just adopt the existing standards, or get involved with the W3C / IETF if you want to be part of the process defining the next ones.
Perhaps something to augment RSS for discoverability and internetworking is the ticket. It's not a fully-baked thought, though.
Personal lack of understanding doesn’t mean that something important isn’t taking place (which I am guessing is how you see things since it’s so disgusting to you). Every wave of capitalist innovation is filled with shameless promoters and wannabes, alongside the legitimate stuff... If that bothers you, the messy and chaotic nature of human progress might not be your thing.
As far as I get is that some people wants to decentralice stuff, but I don't really see how is that going to happen.
No offense but everything that has any relationship with "decentralization" or "blockchain" is fairly difficult to use. And even understanding them superficially is not trivial.