Web3 is already making inroads piece by piece into the web.

It started with ssh. Once keys were exchanged, you did not have to trust the infrastructure providers anymore. You knew whom you are talking to and that the communication is not tampered with. Similar with https.

A recent development is that ActivityPub profiles have private keys and publish their public keys. So if you run your own Fediverse node, you already are in control of keys that identify you as you.

I think this trend will continue to slowly put the social graph into the hands of the people.