And by messy I mean armed forces involvement and/or bodies in the streets.
The story is really simple - CCP wants to forbid any private control of information, that's it. It's not a new concept.
It's unlikely that anyone really knows what Xi wants. The narrative that 'he just wants what's best for China' plays directly into his potential megalomania, at the same time, I don't doubt that there is some truth to this as well. Nations can benefit from long-lived leaders.
That said, the whole thing does not look good. Actions further suppressing the spread of basic information are not going to be good for China in the long run. And Xi probably is just another kind of dictator, we have a very long run of world history that gives us innumerable examples. One thing he could have done when extending his term limits, was signal when he would leave, and making sure that the 'new rules' are just and equitable with respect to future leaders.
Highest priority: to stay in power. That China is his (he get to be the dictator) for all of his life.
Possibly thereafter: Make China stronger, economically, military, land area.
Destroying independent press damages and weakens China, but that's ok because a strong China is only 2nd priority for Xi (and his closest men I suppose).