I think it’s worth emphasizing that the biggest change between that idealized Internet and today’s adware hell wasn’t any technological change but a massive shift in who was using the internet, how, and why. The technological changes that led off of that were largely attempts to meet the needs of this new audience, and they largely did not have the technical skills to do their own administrative work and didn’t have any interest in doing so anyways. That user base effectively requires some level of centralization, and since those centralized entities are explicitly about offloading the technical work of being online they are (in our current economic system) going to end up being primarily profit-driven as a way of ensuring the people who do that work are compensated. From there the advertising model of monetization has the distinct advantage of not making those users pay you anything because even though they’re the product rather than the buyer it’s really easy to sell something that’s free. Social media completes the loop by giving those users tools not just to consume information without having to think about how it’s done to letting them create their own online spaces and share their own work with each other, meaning that you no longer need to know even HTML or what a “server” is in order to fully take advantage of the internet.

Google and Facebook aren’t the product of a sinister conspiracy trying to control the internet in order to push a woke ideology down the throats of an unwilling populace. Instead, they created services that streamline and moderate user’s access to online information and nobody appears to have realized how much actual power that gave them over people’s access to information (and by information I increasingly mean “the whole world”) until they had already become economically dependent on selling that influence machine to the highest bidder in the form of advertising. All the technologies that enable the modern intermet and the associated problems and centralization on problematic platforms and companies were created in an attempt to meet the needs of users without any consideration for the kinds of social and economic structures that were embedded in those technological structures.

Zuckerberg and friends aren’t evil geniuses who need to be stopped by a plucky band of good guys, they’re a bunch of amoral idiots who have gained incredible personal wealth by stepping into a powerful role that was made systemically necessary without any consideration for who was going to fill it, and now we need to solve the problems of both how that power should be used by who and of how that power can be wrested from the hands of the people who have proven themselves categorically incapable or unwilling to use it responsibly but are making too much money to let go voluntarily.