There are two key goals here. First, being in full control of what you can put online and in which form. Second, being able to take whatever you've put online and move ship if you have/want to. Owning a domain name and having access to a VPS or shared hosting are great first steps.
Even so, you're still relying on someone else to host your content for you. Depending on how much stock / trust you are willing to put in someone else's intentions and abilities - present and future - you may want to consider self-hosting on hardware you own. The trade-off being that you'll have to put your confidence in your own abilities, resources and skills. Which isn't a trade-off many people wouldn't necessarily be willing to make.
As for the article. When it comes to the rise of social media over the past 15-20 years, well, Eternal September happened. The vast majority of modern-day influencers aren't interested in tinkering and self-hosting. They just took the opportunity of a platform which offered free - albeit limited - tools to share content with a growing audience. More content and a growing audience, in turn, attracted more people. Arguably, the vast majority of people today would have never really entered into massive online communities if it weren't for big tech, social media, cheap internet connections and cheap mobile devices.
Sure, social media has eclipsed the, comparatively small, web of independent blogs and bloggers such as it was back in the mid-00s. That period of time is never going to come back. Despite all their flaws, vast social media networks aren't going to disappear either. Independent Web publishing may see a modest renaissance today with new protocols, the Fediverse and dirt cheap hosting. Then again, from a sociological perspective: the notion of online identity has always been evolving and has become ever more complex and fluid. People don't exclusively turn to one tool or one platform: they own several identities across many domains, platforms, accounts,... Age, social-economic background, culture, personality traits, peers,... are all deciding factors as to how people manifest that identity. In turn, collectively, this drives how the Web itself keeps evolving and morphing into something new in the future, which may or may not put a bigger focus on self publishing.