Yes, this article is not addressed to non-technical readers, but my interpretation is that they are wanting technical people to create this "new internet" for the masses.
I think the issue you have is more with the internet ("Internet", capital "I") we are using right now, which is dominated by a www "for the masses" and "content" like this blog. The Internet allows and encourages the type of senseless "content" you are criticising. New networks do not have to be "for the masses", or dominated by a www, their creation and administration does not have to itself be a commercial enterprise, nor do these networks have to be open for commercial use.
IMO, it is the "for the masses" and "open for commercial use" characteristics of this Internet that lead to blog articles like this one. The blog entry is arguably just a means of steering readers to a website, mentioned at the end of the article, that purports to offer training courses to aspiring "revolutionaries".
Regarding creation of new networks, it seems your issue with this article applies more to this internet we are using right now. The one that you imply may have non-technical users reading about creating new networks for "technical" ones.