Interesting article, I for sure didn’t noticed it.
I think that the tech behind this is quite interesting and useful, that is not the issue. The issue is, in my opinion, that the party that attests you are trusted is a firm like Apple, Google, or Microsoft. With all the antitrust implications of that.
Now we as a society need to make a decision, do we want to use this tech to make certain parts of the web more safe? And do we want to place that responsibility in the hands of firms, or should we want a government to pick up that responsibility?