[saintgimp]

A couple of problems:

The average internet user has no idea who's trustworthy and who isn't. If they have to personally grant trust in order to get at some content they're looking for, they'll simply do it. This is the same behavior that causes people to execute boobs.exe attached to a random email that landed in their inbox.

In order for this to work, the average internet user must cede the trust decision-making process to some other entity who claims to be more qualified to do it, like say the company who makes their browser. There are four browser makers that account for probably 90+% of usage. Now you're right back to where you started with the current oligopoly system, except that with the new system there's a much larger attack surface for nefarious agents to use when trying to insert themselves into the trust chain because anyone at all could let them in.

Cynically, that's the problem with internet security protocols in general - they have to work not only for smart, self-interested people but also for stupid people who are actively self-harming. That's a really tough bar to meet.