Whether web3 becomes a mainstream "thing" is anyone's guess, but if it makes any headway, it won't be large enterprises leading the charge. Exactly like the author states; "Do airlines have any problem selling [tickets] to you? Of course not; this process is already efficient and optimal." Where it potentially could be used is by smaller entities that don't have well established processes, and don't necessarily have the means to build out some of the required systems.
If I want to build any kind of digital asset (an item in a game*, access to a forum, etc) and I want to allow it to be traded, I have to build that trading platform. If I want it to be traded outside of my platform, then I have to deal with endless integrations. If I'm a multi-billion dollar enterprise that's fine, I can do that. If I'm a small company, that may not be feasible. If I use a blockchain to store that asset (or at least to track who owns it) then I only need to integrate to that blockchain, that is, check that a user owns the asset before I allow them to use it in my system. I'm not saying this is simple, or even currently desirable for most people or companies, but what I am saying is that it is something that is feasible and potentially of value to an end user.
Where this will struggle in the short-term is in the end-user experience. Wallets are awful, most people don't want self-custody, and honestly, the space is filled with slimy individuals that don't exactly inspire trust. I could write for hours about all the things that I view as wrong with with web3 (some of them are technical, the majority are about the people), but to outright dismiss it as a scam/only for criminals/the worst thing on Earth is blindly emotive and is (almost) as bad as the fanatics that are just as emotional about promoting it.
* I'm only referring to tracking ownership, not interoperability across different games. That can go in the "unrealistic things web3 people say" basket.