I just wish some consortium of like minded companies like NYT/WaPo/Guardian/BBCs/Other national dailies, Reddit, Mozilla, and even Microsoft can huddle together and come up with a new name/identity and spread it and popularise it. One can always wish.
As one commentator said in the linked article: protocols are better than platforms.
Edit: The issue here is not about obtaining the feature with add-ons and extensions, which there are many. When the focus of the organisation is on something idealistic (open web), is it too much to expect them to add it to the core of the product?