I think they're suggesting a lightbulb equivalent of going from USB-A connectors to USB-C. Replaceable bulbs in sockets that are just as easy to use, but with a smaller profile.

The problem is going from mains voltage to 3.3v means some sort of waste heat. Rewiring the whole house to 12v is one idea I've seen, but again, total house rewire and fixture replacement. In the mean time, it's A9 bulbs with LED electronics going from 120v to 3.3v generating heat. Making cheap electronics means that heat will kill the electronics. Making good electronics at a higher retail price is the solution, but consumers are not educated enough so all they see is sticker shock.

Your comparison of USB-A to USB-C is nonsensical and does not actually acknowledge the issue of why the existing screw in bulb direct replacement have issues

12v blows over any form of distance.

Screw-in sockets are more durable and long-lasting than any replacement so-far, most of which have been replaced again (remember those weird fluorescent mini-bulb sockets?).

The LEDs themselves also produce heat.