But it's hard, right? Everybody wants to be the person making a truckload of money on locking people into the new walled garden, very much including the incumbents.
Everybody wants to be the ones offering a small *taste* of "all human knowledge at your fingertips" and finding ways to not deliver, because it's far more profitable if you nickel-and-dime it, play it out a little at a time, at low quality.
The 90s Internet isn't coming back. Ad companies bought and killed it.