Are there specific technical hurdles preventing adoption? Or is the allure of large companies hoarding all the data too good to pass up?
the "allure of large companies hoarding all the data" might be a factor independently though. I personally believe a proper content discovery service is key to any form of decentralisation, and that is, as far as I can imagine, highly dependent on centralised entities amassing and then processing large amounts of data. I mean we sold our data to Google and in return got the current decentralised web where anyone can make a website and get traffic if the content is good enough (or SEO-hacky enough).
"Content-Centric Networking (CCN) diverges from the IP-based, host-oriented Internet architecture by prioritizing content, making it directly addressable and routable. In CCN, endpoints communicate based on named data rather than IP addresses. This approach is a part of information-centric networking (ICN) architecture and involves the exchange of content request messages (termed "Interests") and content return messages (termed "Content Objects")."
It seems well suited for a distributed p2p style network in my mind, but its definitely not anywhere near my area of expertise.
[1] - https://en.wikipedia.org/wiki/Content_centric_networking