I liked the original thesis of this article, which sounded like it was going to talk about why we would never have another Rock'n'Roll genre, but instead the article spent a lot of time talking about why Rock was never great to begin with. I'm not sure I'm convinced as I still love a lot of that music and I am what you would call an early Millennial (to reference another comment on here). Rock is/was great and its idiotic to dismiss it because of the lyrical content.

But anyway, I do agree that there will never be another Rock genre in terms of popularity. Music is just way too segmented. Even the power of popularity that will get the masses to listen to a hit only has a fleeting power in the face of choice. Sure I could enjoy this Taylor Swift song since its on the radio every day, but I could also easily turn on Alabama Shakes on Spotify and enjoy that.