I know Dan Whaley, the author of the post, personally. This is not about promoting a company. This is about allowing people with knowledge to combat fake news. He has been working to make annotation a web standard for years. The fake news that he, in particular, is worried about is climate change denial. The pages of the WSJ and much of the Web are riddled with BS. This annotation enablement will allow, for example, climate scientists to set up channels that annotate the falsehoods and point to credible sources and facts.