Did someone proposed him the Fediverse and Mastodon? Is not decentralized but is the way he is asking, owning the content but when you go offline so the content.
He is making it a huge deal and giving the looks he's worried about decentralization and censorship and your digital wellbeing, but, I think he is not. I think is making a huge deal because he wants to partner with someone that practically will say: "hey I got this idea of decentralization, build that for me", maybe I am wrong, but that kind of people that don't want to see what is on front of his eyes (like HIVE) , is just looking for money.
Maybe in a couple of months or years will be hearing again from him that he is making a "REAL decentralized social media platform" , and because people hear him this time , people will hear him again, and he will draw the attention.
Sad, but it could happen.