What is the author suggesting? That instead of "social" networks, people will rush to building their own online presence from first principles?

I can't see that working, for so many reasons:

- most people are passive consumers of content, maybe interact a little, enough to tweak their feeds

- a small minority creates content on the large networks / aggregators, and (I think) a large portion of that is spurred on by monetization

- the "internet" and all the devices that access it have become so "user friendly" that the people who have come online in the last decade or so are effectively technically illiterate; you cannot count on them building anything from scratch, only to arrange the big duplo pieces already provided