> skimmed this article, I still don't get it.

But you're posting here, in socisl media, no? So you sought out something here that a group chat wouldn't give.

Most of the article here is focused more on making sure any social media (be it chats, a public forum, or email) isn't hijacked by vested powers who want to spread propaganda or drown the user in ads. One approach to that focused in this article is decentralization, which gives a user the ability to take their ball and go home.

Of course, it's futile if the user doesn't care about wielding that power.