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No, the users are on Wikipedia. WMF has their own auth infrastructure already in place. It seems like the author of this "mockup" is proposing that WMF shitcan their entire user/auth infrastructure and replace it with a blonkchain-based one (and to be specific, this one particular ETH-based blonkchain.)

And then, of course, you'd apparently need to convince every Wikipedia user to get on the ETH PKI for this purpose? That does not seem like a rational choice.

Nothing about this mockup seems rational. It is entirely fake and frivolous. There's not even an explanation of the supposed benefits of this "endorsement" feature. Because it doesn't have any.