I see the beginning of web 3.0 very much like the beginning of the internet. prior to the internet there were a loose collaboration of bulletin board operators. BBS'es, their are a few who remember. Then came the internet, Compuserve, Genie, and AOL. People paid, where BBS were free. Then the phone companies got in on the ground floor with web page hosting and pop e-mail hosting, for awhile there was a lot of expansion. Then came the downgrading and compression of limited service because money bought them out.
Place like Hive Block Chain are going to be hard pressed to be bought up and compressed, it can happen, but it will take time. Block Chain is more solid of a foundation than the BBS'es were, it is taking more time for the big immovable companies to ramp up, they are trying but I see the new re-branding of META and I see it will be a total failure. Mostly due to cost, to fully play and immerse in the METAverse is going to require you to buy a headset made by them and sold to you by them, and like the netscape microsoft browser wars, there will be the VR headset wars and of coarse since it is META's play ground they will win.
It is very much like as you explained. A lot of people think "this is all new" when the processes are similar to all new industries.
Facebook will win for a while, just as AOL did, and Yahoo and Netscape.