There are a lot of really hard problems and as big as fixing any such really hard problem would be the question is why this needs to be handled by the browser itself not why this would be a good problem to have solved.
Well sure, it could be implemented without the browser, just like FTP and other things were back in the day before they got implemented in the browser (which made browsing an FTP server accessible to tons of people who didn't know how/why to use an FTP client), but it's a lot less user friendly. Instead of configuring your preferences or clicking an "approve" button or whatever, you have to provision yourself a wallet, click an "I want to pay $0.15 for this article", get the receiver's wallet address, copy it over to your wallet. Copy over a transaction ID, click send, wait for an email confirmation that includes the access code, copy paste that into the original article, and you're golden. Or all of that can just happen seamlessly in the background if the browser knows how to do it. Also, I don't see an average user ever going through those hurdles, so probably the idea dies on the vine and we'll end up stuck with ads or centralized subscription models for eternity.
AFAIK they aren't advocating for the banning of other browsers (like Chrome), so if you don't want to use a browser that has support for that protocol, you can choose one that doesn't.
