Web3 never had anything to do with the web. It was always a vain attempt to cash in on the aura associated with web 2.0 by sounding like a legitimate heir to the heritage of the WWW. It is however, as you said, just a convenient marketing term for crypto bros and blockchain scamware.

Web 3.0 as Tim Berners-Lee envisions it might have some legs, but web3 was a always an empty marketing vessel.