This might be one of the closest things I've seen to actually being able to own your account - instead of having it not just owned by a second party in every way that matters, but also beholden to a third party via an e-mail or a phone number you can't possibly own in any meaningful way.
That's pretty important in a world where the likes of Google can and will just reject your attempt to log in with a valid password on the grounds of "we don't like you", and force you to "confirm" yourself using a phone number that's defunct since 2009.
The issue is, as often is the case, adoption.
did:web is closer to owning your own identity, this is a central database controlled by an organization
The PLC makes it easy for Bluesky to be a custodian and onboard new users
How does this compare to Persona? https://en.wikipedia.org/wiki/Mozilla_Persona