Does the author mean "blockchain will not be as bad as it was"?
The blockchain genie isn’t going back in the bottle. Whether it’s one of these companies or the next wave that follows them, the efficiency and effectiveness of the solutions make it a foregone conclusion.
Throw in the additional benefits to the brand (i.e. potential to ensure your ads aren’t shown next to controversial content), and you have the makings of a pretty compelling value proposition.