My proposition is to imagine new futures (plural) for the web. The plural is essential. The more perspectives and stories and ideas, the more ideas that are out there that may inspire discussions between — preceding the creation of new communities and visions and technologies by — makers, writers, artists, technologists, journalists, and users. Indeed, if I have learned anything about making things, it’s that inspiration comes from many, many places, not just one.

With every new thing we make – and with every new communication strategy we try, recognising that there is (not yet) one universally resonant argument for why an indie web is necessary – we can both add to and help people realise the potential of the web.

Futures for the web | James' Coffee Blog

I think of the web as the multi-verse. You don't even need everyone to buy into your version of the web. However, I want to lend some of my thoughts into what James is considering here. I like that they are thinking about imbibing the web platform with additional capabilities. Empower the web with additional primitives around people, collaboration etc that allows for easier path to the people trying similar things after you. To me, that's what made the web organic, empowering and continue to be relevant across every single computing shift.

After the last decade, where platforms have emerged as a core constituent of the web on which many rely, it may feel like things cannot change. That the giants are so big that there is no other way. Yet, to give into this feeling – that things can’t change – is not necessary. It is the way it is is not true on the web. We can make change. It’s your web.

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Things can be different.

The next decade of the web

It's the plurality of the web that we must accept, applaud and encourage. I am a big believer in the small, IndieWeb. However, that doesn't mean that something like social media shouldn't exist on the web.

I am not a big fan of ads peppering a website. However, for years, I am a patron to Daring Fireball, where ads are tasteful and integrated in a way that doesn't hurt the experience of reading. This also doesn't mean that ad-baits shouldn't exist on the web.

We must trust that there will always be novel ways to hook people's interest and once that novel way is out, it's going to be adopted by well intentioned and not-well intentioned purposes. We have to trust the human spirit and community that good shall prevail over bad. There will be innovation when things go overboard on one side. Most people didn't know about ad-blockers ten years ago. Today, majority of the websites have blockers on ad-blockers because people decided enough's enough.

The web is the one last remaining platform where you can both carve your niche and own your distribution. However, the web itself isn't fully permission less. It's important that more people participate in the building of the capabilities of the web platform, which today, is dominated by the few that make browser-engines - Google, Mozilla, Apple. More regular people representation needs to happen. Here again, I wish I could lead by example. I need to think more deeply about that.