Persona failed because it was fighting against a head-wind of an already established trend of using Google/FB OAuth2, without giving the service provider any new benefits. There was no incentive for a website to actually implement Persona, since it was just another auth provider and users weren't using it. Users didn't use it because no one implemented it. Chicken and egg.
Websites that integrate web3 wallet login do get something new: built-in, straightforward payment rails.