That section reads like we are going to replace one middleman with a more “efficient” one, not eliminating one altogether.

On the other hand, this is listed below “cure for cancer”, so maybe it’s an ambitious one…

If you do this by building a business you will end up the new middlemen, financially motivated to keep the system from receiving the complete overhaul it needs.

Indeed. Many efforts that start with the goal of eliminating middlemen inevitably devolve into more middlemen. It's like the xkcd trope about standards: "Situation: There are 14 competing standards. Rediculous! We need to extablish one universal standard! Situation: There are now 15 competing standards."

https://xkcd.com/927/