Read Write Own
Building the Next Internet Era
- Chris Dixon's book 'Read Write Own' outlines a vision for the internet's next phase, centered on digital ownership and blockchain technology.
- The work traces the evolution of digital infrastructure from open protocol networks to the current dominance of centralized corporate networks.
- A central theme is the 'Attract-Extract Cycle,' which describes how corporate platforms eventually exploit the users and creators they initially courted.
- The author explores how tokens and blockchains can facilitate community-governed software, treating code like 'Lego bricks' through composability.
- The text argues that the most significant technological breakthroughs often start by appearing confusing, incomplete, or like mere toys to observers.
For any speculation which does not at first glance look crazy, there is no hope.
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Copyright © 2024 by Chris Dixon
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Library of Congress Cataloging-in-Publication Data
Names: Dixon, Chris.
Title: Read write own: building the next era of the Internet / Chris Dixon.
Description: First edition. | New York: Random House, 2024. | Includes bibliographical references
and index.
Identifiers: LCCN 2023041266 (print) | LCCN 2023041267 (ebook) | ISBN 9780593731383
(hardback; acid-free paper) | ebook ISBN 9780593731406
Subjects: LCSH: Internet industry—Popular works. | Internet—Forecasting—Popular works. |
Blockchains (Databases)—Popular works. | Internet—Economic aspects—Popular works.
Classification: LCC HD9696.8.A2 D59 2024 (print) | LCC HD9696.8.A2 (ebook) | DDC
338.4/7004678—dc23/eng/20231 127
LC record available at lccn.loc.gov/ 2023041266
LC ebook record available at lccn.loc.gov/ 2023041267
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Book design by Rodrigo Corral Studio, adapted for ebook
Cover design: Rodrigo Corral Studio
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When the great innovation appears, it will almost certainly be in a muddled, incomplete
and confusing form. To the discoverer himself it will be only half understood; to everybody
else it will be a mystery. For any speculation which does not at rst glance look crazy, there
is no hope.
—Freeman Dyson
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Contents
Introduction
Three Eras of Networks
A New Movement
Seeing the Truth
Determining the Internet’s Future
Part One: Read. Write.
1 Why Networks Matter
2 Protocol Networks
A Brief History of Protocol Networks
The Benets of Protocol Networks
The Fall of RSS
3 Corporate Networks
Skeuomorphic and Native Technologies
The Rise of Corporate Networks
The Problem with Corporate Networks: The Attract-Extract Cycle
Part Two: Own.
4 Blockchains
Why Computers Are Special: The Platform-App Feedback Loop
Two Paths to Adoption: “Inside Out” versus “Outside In”
Blockchains Are a New Kind of Computer
How Blockchains Work
Why Blockchains Matter
5 Tokens
Single-Player and Multiplayer Technologies
Tokens Represent Ownership
The Uses of Tokens
The Importance of Digital Ownership
The Next Big Thing Starts Out Looking Like a Toy
6 Blockchain Networks
Part Three: A New Era
7 Community-Created Software
Modding, Remixing, and Open Source
Composability: Software as Lego Bricks
The Cathedral and the Bazaar
8 Take Rates
Network Effects Drive Take Rates
Your Take Rate Is My Opportunity
Squeezing the Balloon
9 Building Networks with Token Incentives
Incentivizing Software Development
Overcoming the Bootstrap Problem
Tokens Are Self-Marketing
Making Users Owners
10 Tokenomics
Faucets and Token Supply
Sinks and Token Demand
Tokens Can Be Valued Using Traditional Financial Methods
Financial Cycles
11 Network Governance
The Nonprot Model
Federated Networks
Protocol Coups
Blockchains as Network Constitutions
Blockchain Governance
Part Four: Here and Now
12 The Computer versus the Casino
Regulating Tokens
Ownership and Markets Are Inextricable
Limited Liability Corporations: A Regulatory Success Story
Part Five: What’s Next
13 The iPhone Moment: From Incubation to Growth
14 Some Promising Applications
Social Networks: Millions of Protable Niches
Games and the Metaverse: Who Will Own the Virtual World?
NFTs: Scarce Value in an Era of Abundance
Collaborative Storytelling: Unleashing Fantasy Hollywood
Making Financial Infrastructure a Public Good
Articial Intelligence: A New Economic Covenant for Creators
Deepfakes: Moving Beyond the Turing Test
Conclusion
Reinventing the Internet
Cause for Optimism
Acknowledgments
Notes
Index
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The Internet's Centralization Crisis
- The early internet was an open, permissionless platform where creators owned their work and operated under democratic governance.
- Starting in the mid-2000s, a small group of megacorporations gained control, with the top 1 percent of sites now dominating the vast majority of web traffic.
- The internet has transitioned from a decentralized network of equals to a permissioned system controlled by a handful of tech giants.
- Centralization has created negative externalities, including widespread user surveillance and an adversarial relationship between platforms and their users.
- Creators and startups now face significant risks because they depend on centralized platforms that can unilaterally change rules and seize audiences.
The network went from permissionless to permissioned.
om Incubation to Growth
14 Some Promising Applications
Social Networks: Millions of Protable Niches
Games and the Metaverse: Who Will Own the Virtual World?
NFTs: Scarce Value in an Era of Abundance
Collaborative Storytelling: Unleashing Fantasy Hollywood
Making Financial Infrastructure a Public Good
Articial Intelligence: A New Economic Covenant for Creators
Deepfakes: Moving Beyond the Turing Test
Conclusion
Reinventing the Internet
Cause for Optimism
Acknowledgments
Notes
Index
OceanofPDF .com
Introduction
The internet is probably the most important invention of the twentieth
century . It transformed the world much as earlier technological revolutions
—the printing press, the steam engine, electricity—did before.
Unlike many other inventions, the internet wasn’ t immediately
monetized. Its early architects created the network not as a centralized
organization but as an open platform that anyone—artists, users,
developers, companies, and others—could access equally . At a relatively
low cost and without needing approval, anyone anywhere could create and
share code, art, writing, music, games, websites, startups, or whatever else
could be dreamed up.
And whatever you created, you owned. As long as you obeyed the law,
no one could change the rules on you, extract more money from you, or
take away what you built. The internet was designed to be permissionless
and democratically governed, as were its original networks, email and the
web. No participants would be privileged over others. Anyone could build
on top of these networks and control their creative and economic destinies.
This freedom and sense of ownership led to a golden period of
creativity and innovation that drove the growth of the internet through the
1990s and 2000s, leading to countless applications that have transformed
our world and the way we live, work, and play .
And then everything changed.
Starting in the mid-2000s, a small group of big companies wrenched
control away . Today the top 1 percent of social networks account for 95
percent of social web traffic and 86 percent of social mobile app use. The
top 1 percent of search engines account for 97 percent of search traffic, and
the top 1 percen t of e-commerce sites account for 57 percent of e-commerce
traffic. Outside of China, Apple and Google account for more than 95
percent of the mobile app store market. In the past decade, the five biggest
tech companies grew from about 25 percent to nearly 50 perce nt of the
market capitalization of the Nasdaq-100. Startups and creative people
increasingly depend on networks run by megacorporations like Alphabet
(parent of Google and YouTube), Amazon, Apple, Meta (parent of
Facebook and Instagram), and Twitter (rebranded as X) to find customers,
build audiences, and connect with peers.
The internet got intermediated, in other words. The network went from
permissionless to permissioned.
The good news is that billio ns of people got access to amazing
technologies, many of which were free to use. The bad news is that for
those same billions, a centralized internet run by a handful of mostly ad-
based services meant fewer software choices, weakened data privacy , and
diminished control over their online lives. And it became much harder for
startups, creator s, and other groups to grow their internet presen ces without
worrying about centralized platforms changing the rules on them and taking
away their audiences, profits, and power .
Even though Big Tech companies deliver significant value, their
services come with considerab le negative externalities. Widespread user
surveillance is one issue. Meta, Google, and other ad-based companies run
elaborate tracking systems that monitor every click, search, and social
interaction. This has made the internet adversarial: an estim ated 40 percent
of intern et users use ad blockers that protect against tracking .
The Tyranny of Gatekeepers
- Big Tech companies utilize widespread user surveillance and opaque privacy policies to exploit personal data for profit.
- Centralized platforms control public discourse and business success through non-transparent practices like deplatforming and shadowbanning.
- The current internet landscape forces startups and creators into a system of permission-seeking that incumbents use to thwart competition.
- Major social networks maintain nearly 100 percent take rates, extracting almost all revenue generated by the users and creators who provide the actual value.
- While networks are the primary engine of the internet, their private ownership concentrates power and wealth in the hands of a few corporate entities.
In business, permission becomes a pretense for tyranny.
the rules on them and taking
away their audiences, profits, and power .
Even though Big Tech companies deliver significant value, their
services come with considerab le negative externalities. Widespread user
surveillance is one issue. Meta, Google, and other ad-based companies run
elaborate tracking systems that monitor every click, search, and social
interaction. This has made the internet adversarial: an estim ated 40 percent
of intern et users use ad blockers that protect against tracking . Apple has
made privacy a centerpiece of its marketing—a thinly veiled dig at Meta
and Google—while simultaneously expanding its own advertising network.
In order to use online services, users need to agree to complica ted privacy
policies—which almost no one reads and even fewer can understand—that
allow their personal data to be used in almost any way the services please.
Big Tech also controls what we see and watch. The most visib le
example of this is deplatforming: when services eject people, usually
without transparent due process. Alternatively , people may get silenced and
not even know it, a practice called shadowbanning. Search and social
ranking algorith ms can change lives, make or break businesses, and even
influence elections, yet the code that powers them is controlled by
unaccountable corporate management teams and hidden from public
scrutiny .
A subtle r and equally troubling point is how these power brokers
architect their networks to restrict and constrain startups, impose high rents
on creators, and disenfranchise users. The negative effects of these design
choices are threefold: (1) they stifle innovation; (2) they tax creativity; and
(3) they concentrate power and money in the hands of a few .
This is especiall y dangerous when you consider that the killer app of the
internet is networks. Most of what people do online involves networks: The
web and email are networks. Social apps like Instagram, TikTok, and
Twitter are networks. Payment apps like PayPal and Venmo are networks.
Marketplaces like Airbnb and Uber are networks. Almost every useful
online service is a network.
Networks—computing networks, of course, but also developer
platforms, marketplaces, financial networks, social networks, and all variety
of communities coming together online—have always been a powerful part
of the promise of the internet. Developers, entrepreneurs, and everyday
internet users have nurtured and nourished tens of thousands of networks,
unleashing an unprecedented wave of creation and coordination. Yet the
networks that have lasted are mostly owned and controlled by private
companies.
The problem stems from permission. Today creators and startups need
to ask for perm ission from centralized gatekeepers and incumbents to
launch and grow new products. In business, permission seeking is not like
asking your parents or teachers for permission, where you get a simple yes
or no answer . Nor is it like traffic lights setting the rules of the road. In
business, permission becomes a pretense for tyranny . Dominant tech
businesses leverage the power of permission to thwart competition, desolate
markets, and extract rents.
And those rents are exorbitant. The combined revenue of the five
largest social networks—Face book, Instagram, YouTube, TikTok, and
Twitter—is abou t $150 billion per year. Nearly all major social networks
have “take rates”—the percentage of revenue network owner s take from
network users—of 100 percent, or near to it. (YouTube is the one outlier
with a take rate of 45 percent, for reasons we’ll get into later.) This means
the vast majority of that $150 billion goes to those companies instead of the
users, creators, and entrepreneu rs who contribute, build on top, and create
value for all.
Mobile phone s—which dominate computing today , especially
internationally—underscore the imbalance. People spend about seven hours
per day on internet-connected devices.
The Big Tech Tax
- Big Tech corporations extract immense wealth by maintaining high take rates, often capturing nearly all the value created by independent users and creators.
- The mobile landscape is dominated by an Apple and Google duopoly that charges payment fees ten times higher than the industry standard.
- Social networks have historically crushed third-party developers by cutting off platform access, creating a quicksand environment that stifles startup innovation.
- Companies like Amazon and Google leverage their roles as essential infrastructure to unfairly promote their own products and undercut smaller competitors.
- This consolidation of power allows platforms to act as capricious gatekeepers, using restrictive policies to maintain dominance and eliminate consumer choice.
Developers know better than to lay foundations on quicksand.
ke from
network users—of 100 percent, or near to it. (YouTube is the one outlier
with a take rate of 45 percent, for reasons we’ll get into later.) This means
the vast majority of that $150 billion goes to those companies instead of the
users, creators, and entrepreneu rs who contribute, build on top, and create
value for all.
Mobile phone s—which dominate computing today , especially
internationally—underscore the imbalance. People spend about seven hours
per day on internet-connected devices. About half that time they spend
using phones, where apps occu py 90 percent of their time. That means
people spend about three hours per day in the thrall of an app store duopoly:
Apple and Goog le. These companies charge up to 30 percent for payments.
That’ s more than ten times the payment industry norm. Such steep take
rates are unhear d of in other markets, and they reflect how powerful these
companies have become.
This is what I mean when I say corporate networks tax creativity . The
taxation is literal.
Big Tech companies also wield their power to squelch competitors,
reducing options for consumers. Facebook and Twitter famously took
antisocial turns in the early 2010s, cutting off third-party companies that
were building apps for users on top of their platforms. These abrupt
crackdowns punished many developers and, therefore, punished users by
offering fewer products, fewer choices, and less freedom. Most other large
social platforms have executed the same playbook. Today almost no new
startup activity takes place on top of social networks. Developers know
better than to lay foundations on quicksand.
Pause for a moment: Social networks, whether in person or online, are
the essence of human connection and coordination. They are one of the
most widely used applications by people of all ages, and yet no new
startups have survived, let alone thrived, on top of these platforms for many
years. And all for a simple reason: Big Tech says so.
Facebook isn’t the only capricious gatekeeper . Other platforms are just
as ruthle ss, as Facebook itself pointed out in response to antitrust lawsuits
brought by the Federal Trade Commission and state attorneys general at the
end of 2020. “This restriction is standard in the industry ,” a Facebook
spokesperson said of the platform’ s third-party-neutering practices, citing
similar policies at LinkedIn, Pinterest, and Uber , among others.
The biggest platforms are anticompetitive. Amazon learns which
products in its marketplaces are top sellers and then undercuts their makers
with its own cheap basic versions. While physical retailers like Target and
Walmart do this all the time with their own version of generic brands
alongside name brands, the difference here is that Amazon is not just the
store but the infrastructure. It would be as if Target controlled not just its
store shelves but also the roads that all stores build on. This is too much
control for one corporation to wield.
Google abuses its power too. In addition to charging high mobile
payment fees, Google faces scrutiny over using its popular search engine to
boost the prominence of its own products over those of its competitors.
Many searches today show only sponsored ads, including Google products,
above the fold, crowding out smaller rivals. Google also aggressively
collects and tracks user data to improve its ad targeting. Amazon plays a
similar game, ranking its own products above others and harvesting
people’ s data to enlar ge its fast-growing, $38 billion ad business, which
trails only Google’ s ($225 billion) and Meta’ s ($1 14 billion).
Apple commits similar sins. While many people love using Apple’ s
devices, the company routinely rejects competitors from its App Store and
squeezes the ones it lets in—to the point that it is now embroiled in multiple
high-profile lawsuits.
Reclaiming the Centralized Internet
- Major tech platforms like Amazon and Apple utilize their market dominance to stifle competitors through high fees and exclusionary practices.
- The centralization of power is fundamentally transforming the internet from a decentralized network into a closed system that discourages innovation.
- Traditional government regulation may inadvertently strengthen incumbents by creating barriers to entry that smaller startups cannot afford to navigate.
- The software-based nature of the internet allows for it to be reshaped through new code, which acts as an encoding of human thought capable of rapid change.
Big Tech platforms have more than just a home field advantage. They get to rewrite the rules of the entire game for their sole benefit.
data to improve its ad targeting. Amazon plays a
similar game, ranking its own products above others and harvesting
people’ s data to enlar ge its fast-growing, $38 billion ad business, which
trails only Google’ s ($225 billion) and Meta’ s ($1 14 billion).
Apple commits similar sins. While many people love using Apple’ s
devices, the company routinely rejects competitors from its App Store and
squeezes the ones it lets in—to the point that it is now embroiled in multiple
high-profile lawsuits. Epic, the developer of the ultra-popular game
Fortnite, is one plaintif f, taking Apple to court after the company shut down
Epic’ s game developers’ ability to access the App Store. Spotify , Tinder , the
location tag maker Tile, and others have filed similar complaints over
Apple’ s high fees and anticompetitive rules.
Big Tech platforms have more than just a home field advantage. They
get to rewrite the rules of the entire game for their sole benefit.
Is that so bad? Many people don’t see a problem with the way things
are, or they don’t think much about it. They are satisfied with the comforts
afforded by Big Tech. We live in an age of abundance, after all. You can
connect to anyone you want (assuming the corporate network owners are
okay with it). You can read, watch, and share as much as you like. There are
plenty of “free” services to satiate us—the price of entry being just our data.
(As they say , “If it’ s free, then you’re the product.”)
Lots of people are happy with the status quo. Maybe you too think the
trade-of f is worth it, or perhaps you see no other viable alterna tive for life
online. Either way, whatever your stance, one trend is undeniable:
centralizing forces are drawing the internet inward, collecting power into
the center of what was supposed to be a decentralized network. This inward
turn is stifling innovation, making the internet less interesting, less
dynamic, and less fair .
To the extent that anyone recognizes a problem, they usually assume the
only thing that might rein in existing giants is government regulation. That
may be part of the solution. But regulation often has the unintended side
effect of cementing existing giants’ power . Larger companies can deal with
compliance costs and regulatory complexity that overwhe lm smaller
upstarts. Red tape restrains newcomers. We need a level playing field. And
in service of that, we need thoughtful regulation that respects this
fundamental truth: startups and technologies offer a more effective way to
check incumbents’ power .
Moreover , knee-jerk regulatory responses ignore what sets the internet
apart from other technologies. Many of the usual calls for regulation
assume that the internet is similar to past communications networks, like
telephone and cable TV networks. But these older , hardware-based
networks are dif ferent from the internet, a software-based network.
The internet depends, of course, on physical infrastructure owned by
telecom providers, such as cabling, routers, cell towers, and satellites.
Historically , this infrastructure has been a strictly neutral transport layer ,
treating all internet traffic without bias. Today , regulation over “net
neutrality” is in flux, but so far the industry has mostly upheld its policies of
nondiscrimination. In this model, software takes priority . It is the code
running at the network edges—on PCs, phones, and servers—th at drives the
behavior of internet services.
This code can be upgraded. With the right set of features and incentives,
new software can propagate across the internet. Thanks to its malleable
nature, the internet can be reshaped through innovation and market forces.
Software is special because it has a nearly unbounded range of
expressiveness. Almost anything you can imagine can be encoded in
software; software is the encoding of human thought, just like writing or
painting or cave drawings. Com puters take those encoded thoughts and run
them at lightning speeds.
Evolution of Digital Networks
- Software is a uniquely expressive medium for human thought, functioning more like an art form than traditional engineering.
- The distribution of power and money on the internet is fundamentally determined by the architecture and design of its networks.
- Protocol networks represent open, democratic systems where control remains at the edges with the users and developers.
- Corporate networks operate as centralized 'walled gardens' where profits and power flow inward to the companies that own them.
- The history of the internet is divided into distinct eras: the 'read era' of open information and the 'read-write era' of corporate-led publishing.
Software is the encoding of human thought, just like writing or painting or cave drawings.
ed. With the right set of features and incentives,
new software can propagate across the internet. Thanks to its malleable
nature, the internet can be reshaped through innovation and market forces.
Software is special because it has a nearly unbounded range of
expressiveness. Almost anything you can imagine can be encoded in
software; software is the encoding of human thought, just like writing or
painting or cave drawings. Com puters take those encoded thoughts and run
them at lightning speeds. This is why Steve Jobs once described the
computer as “a bicycle for the mind.” It accelerates our abilities.
Software is so expressive that it is better thought of not as engineering
but as an art form. The plasticity and flexibility of code offer an immensely
rich design space, far closer in the breadth of possibilities to creative
activities like sculpting and fiction writing than engineering activities like
bridge building. As with other art forms, practitioners regularly develop
new genres and movements that fundamentally shift what’ s possible.
That’ s what’ s happening today . Just as the internet seemed to be
consolidating beyond repair , a new software movement emer ged that can
reimagine the internet. The movement has the potential to bring back the
spirit of the early internet, secure property rights for creators, reclaim user
ownership and control, and break the stranglehold Big Tech has on our
lives.
That’ s why I believe there’ s a better way and that these are still the early
days. The internet can still fulfill the promise of its original vision.
Entrepreneurs, technologists, creators, and users can make it happen.
The dream of an open network that fosters creativi ty and
entrepreneurship doesn’ t have to die.
Three Eras of Networks
To understand how we got here, it helps to be familiar with the broad
strokes of internet history . Belo w I’ll provide a brief overview , which I’ll
unpack in greater detail in the chapters ahead.
The first thing to know is that power on the internet derives from how
networks are designed. Network design—the way nodes connect, interact,
and form an overarching structure—might seem like an arcan e technical
topic, but it is the single most relevant factor in determining how rights and
money are distributed across the internet. Even small initial design
decisions can have profound downstream consequences on the control and
economics of internet services.
Simply put, network design determines outcomes.
Until recently , networks came in two competing types. The first,
“protocol netwo rks,” like email and the web, are open system s controlled
by communities of software developers and other network stakeholders.
These networks are egalitarian, democratic, and permissionless: open to
anyone and free to access. In these systems, money and power tend to flow
to the network edges, incentivizing systems to grow around them.
“Corporate networks” are the second type: networks that companies,
instead of communities, own and control. These are like walled gardens
with one groundskeeper; they’re theme parks controlled by a single
megacorp. Corporate networks run centralized, permissioned services that
allow them to quickly develop advanced features, attract investment, and
accrue profits to reinvest in growth. In these systems, money and power
flow to the network center , to companies that own the networks, and away
from users and developers at the network edges.
I see the history of the internet as unfolding in three acts. Each act is
marked by a predominating network architecture. In the first act, called the
“read era,” circa 1990 to 2005, early internet protocol networks
democratized information. Anyone could type a few words into a web
browser and read about almost any topic through websites. In the second
act, the “read-write era,” roughly 2006 to 2020, corporate networks
democratized publishing.
The Era of Digital Ownership
- The internet has evolved through three distinct architectures: the information-focused 'read' era, the publishing-driven 'read-write' era, and the emerging 'read-write-own' era.
- The current shift toward web3 and blockchains aims to democratize ownership, allowing users to become stakeholders with economic and governance power.
- Unlike traditional computers where hardware owners control the software, blockchains allow software to govern a network of hardware devices through inviolable rules.
- This inversion of power enables networks to make strong, software-enforced commitments to their users, counteracting the consolidation of Big Tech.
- Blockchain networks facilitate marketplaces and social connections with lower costs and increased user empowerment compared to corporate-controlled platforms.
Blockchains invert the hardware-software power relationship, like the internet before them.
from users and developers at the network edges.
I see the history of the internet as unfolding in three acts. Each act is
marked by a predominating network architecture. In the first act, called the
“read era,” circa 1990 to 2005, early internet protocol networks
democratized information. Anyone could type a few words into a web
browser and read about almost any topic through websites. In the second
act, the “read-write era,” roughly 2006 to 2020, corporate networks
democratized publishing. Anyone could write and publish to mass
audiences through posts on social networks and other services. Now a new
type of architecture is enabling the internet’ s third act.
This architecture represents a natural synthesis of the two prior types,
and it is democratizing ownership. In the dawning “read-write-own era,”
anyone can become a network stakeholder , gaining power and economic
upside previous ly enjoyed by only a small number of corpora te affiliates,
like stockholders and employee s. This new era promises to counteract Big
Tech consolidation and return the internet to its dynamic roots.
People can read and write on the internet, but they can also now own.
A New Movement
This new movement goes by a few names.
Some people call it “crypto,” since the foundation of its techn ology is
cryptography . Others call it “web3,” implying that it is leading to a third era
of the internet. I sometimes use these names, but I generally try to stick to
well-defined terms like “blockchains” and “blockchain netwo rks,” which
are the technologies driving the movement. (Many industry practitioners
refer to blockchain networks as protocols, but I avoid this label to better
distinguish these networks from protocol networks, two very different
concepts in this book.)
Whichever name you prefer , the core technology of blockchains
presents unique advantages, if you know where and how to look.
Some people will tell you that blockchains are a new type of database,
one that multiple parties can edit, share, and trust. That’ s a start. A better
description is that blockchains are a new class of computer , one you can’t
put in your pocket or on your desk, as you might with a smartphone or
laptop. Nevertheless, blockchains fit the classic definition of computers.
They store information and run rules encoded in software that can
manipulate that information.
The significance of blockchains lies in the unique way that they, and the
networks built on top of them, are controlled. With traditional computers,
the hardware controls the software. Hardware exists in the physical world,
where an individual or organiza tion owns and controls it. That means that,
ultimately , a person or group of people is in charge of both the hardware
and the software. People can change their minds and therefore the software
they control at any time.
Blockchains invert the hardware-software power relationship, like the
internet before them. With blockchains, the software governs a network of
hardware devices. The software—in all its expressive glory—is in char ge.
Why does this matter? Because blockchains are computers that can, for
the first time ever, establish inviolable rules in software. This allows
blockchains to make strong, software-enforced commitments to users. A
pivotal commitment involves digital ownership, which places economic and
governance power in the hands of users.
You may still be wondering, So what? What problems do blockchains
solve?
The ability for blockchains to make strong commitments about how
they will behave in the future allows new networks to be created.
Blockchain networks solve problems that plague earlier network
architectures. They can connect people in social networks while
empowering users over corporate interests. They can underpin marketplaces
and payment networks that facilitate commerce, but with persistently lower
take rates.
The Casino and the Computer
- Blockchains enable strong behavioral commitments, creating networks that prioritize user empowerment over corporate interests and reduce transaction fees.
- The author likens blockchains to steel, arguing they provide a superior structural material for building more resilient and ambitious digital public works.
- A cultural divide exists between the 'casino,' focused on speculation and scandals, and the 'computer,' focused on building long-term internet infrastructure.
- While speculators dominate media headlines, the 'computer' group uses blockchain's financial mechanisms as a means to align incentives for genuine innovation.
- Meaningful technological progress in the blockchain space requires patience, often necessitating a decade-long horizon for development and value creation.
Asking “What problems do blockchains solve?” is like asking “What problems does steel solve over, say, wood?”
users.
You may still be wondering, So what? What problems do blockchains
solve?
The ability for blockchains to make strong commitments about how
they will behave in the future allows new networks to be created.
Blockchain networks solve problems that plague earlier network
architectures. They can connect people in social networks while
empowering users over corporate interests. They can underpin marketplaces
and payment networks that facilitate commerce, but with persistently lower
take rates. They can enable new forms of monetizable media, interoperable
and immersive digital worlds, and artificial intelligence products that
compensate—rather than cannibalize—creators.
So yes, blockchains create networks, but unlike other network
architectures—and here’ s the key point—they have more desirable
outcomes. They can incentivize innovation, reduce taxes on creators, and let
the people who contribute to the networks share in decision making and
upside.
Asking “What problems do blockchains solve?” is like asking “What
problems does steel solve over, say, wood?” You can make a building or
railway out of either. But steel gave us taller buildings, stronger railways,
and more ambiti ous public works at the outset of the Industrial Revolution.
With blockchains we can create networks that are fairer , more durable, and
more resilient than the networks of today .
Blockchain networks combine the societal benefits of protocol networks
with the competitive advant ages of corporate networks . Software
developers get open access, creators get direct relationships with their
audiences, fees are guaranteed to stay low, and users get valuable economic
and governance rights. At the same time, blockchain networks have the
technical and financial capabilities to compete with corporate networks.
Blockchain networks are a new construction material for building a
better internet.
Seeing the Truth
New technologies are often controversial. Blockchains are no exception.
Many people associate blockchains with scams and get-rich-quick
schemes. There is some truth to these claims, as there was truth to similar
claims about tech-driven finan cial manias of the past, from the railroad
boom of the 1830s to the dot-com bubble of the 1990s. The 1990s were full
of spectacular failures, such as Pets.com and Webvan. The public discussion
mostly focused on IPOs and stock prices, but there were also entrepreneurs
and technologis ts who looked beyond the ups and downs, rolled up their
sleeves, and built products and services that eventually delivered on the
hype. There were speculators, but there were also builders.
Today , the same cultural divide exists around blockchains. One group,
which I call the casino, is often the much louder of the two, and it is
primarily interested in trading and speculation. At its worst, this culture of
gambling has led to catastrophes like the bankruptcy of the crypto exchange
FTX. This group gets most of the media attention, which influences the
public image for the entire category .
The other group, which I call the computer , is the far more serious of
the two, and it is motivated by a long-term vision. This group’ s practitioners
understand that the financial aspects of blockchains are only a means to an
end, a way to align incentives toward a larger goal. They realize the real
potential in using blockchains is to build better networks, and therefore a
better internet. These people are quieter and don’t get as much attention, but
they are the ones who will have lasting ef fects.
This isn’t to say the computer culture isn’t interested in making money .
I work in venture capital. Most of the tech industry is profit-driven. The
difference is that real innovation takes time to generate financial returns.
That’ s why most venture capital funds (ours included) are struct ured as ten-
year funds, with purposefully long hold periods. Producing valuable new
technologies can take up to a decade and sometimes longer .
Computers Versus Casinos
- The author distinguishes between 'computer culture,' which focuses on long-term innovation and decade-long development cycles, and 'casino culture,' which prioritizes short-term speculation.
- True innovation in the software movement requires time to generate financial returns, often necessitating the long hold periods found in venture capital funds.
- Technology is fundamentally neutral; much like a hammer or nitrogen-based fertilizer, blockchains can be used to either build productive systems or fuel destructive speculation.
- The author aims to show how blockchain networks can empower users and revive the potential of open-source protocols that previously lost out to corporate-owned rivals.
- The book provides a roadmap for the internet's future by analyzing its history and the technical mechanisms that allow blockchains to solve urgent digital problems.
So, it’s the computer versus the casino battling it out to define the narrative for this software movement.
ttention, but
they are the ones who will have lasting ef fects.
This isn’t to say the computer culture isn’t interested in making money .
I work in venture capital. Most of the tech industry is profit-driven. The
difference is that real innovation takes time to generate financial returns.
That’ s why most venture capital funds (ours included) are struct ured as ten-
year funds, with purposefully long hold periods. Producing valuable new
technologies can take up to a decade and sometimes longer . Computer
culture is long term. Casino culture is not.
So, it’s the computer versus the casino battling it out to define the
narrative for this software movement. Of course, optimism and cynicism
can both be taken too far. The dot-com bubble, followed by bust, reminded
many people of that.
The way to see the truth is to separate the essence of a technology from
specific uses and misuses of it. A hammer can build a home, or it can
demolish one. Nitrogen-based fertilizers help grow crops that feed billions
of people, but they can also be used in explosives. Stock markets help
societies allocat e capital and resources where they can be most productive,
but they also enable destructive speculative bubbles. All technologies have
the capacity to help or harm; blockchains are no different. The question is,
how can we maximize the good while minimizing the bad?
Determining the Internet’s Future
This book aims to give you an appreciation for the essence of blockchains,
the technology— that is, the computer—and all the exciting new things it
can do. My hope is that you will, along the way, come to understand exactly
what problems blockchains solve and why the solutions they present are so
urgently needed.
The thinking, firsthand observat ions, and mental models I share here are
the result of my experiences over the course of a twenty-five-year career in
the internet industry . I started as a software developer , then became an
entrepreneur in the 2000s. I sold two companies, one to McAfee and the
other to eBay . Along the way, I took up investing, placing early bets on
companies such as Kickstarter , Pinterest, Stack Overflow , Stripe, Oculus,
and Coinbase, all of which have products in wide use today . I have been a
longtime advocate for community-owned software and networks, and I
have been blogg ing on the topic , as well as technology and startups, since
2009.
My own path into blockchain networks began in the early 2010s after
reflecting on the failure of protocol networks like RSS, an open-source
publishing protocol, against corporate-owned rivals like Facebook and
Twitter . These experiences turned me toward a new model of investing, one
that guides my philosophy today .
I believe to understand the internet’ s future, you must understand its
past. To that end, in part 1 of the book, I chart the history of the internet,
focusing on the two most recent eras from the early 1990s through today .
In part 2, I dive deeper into blockchains, explaining how they work and
why they matter . I show how blockchains and tokens can be used to
construct blockchain networks, and explain the technical and economic
mechanisms by which they work.
In part 3, I show how blockchain networks empower users and other
network particip ants, answering the “why blockchains?” question people
often ask.
In part 4, I address controversi al questions head-on, including policy
and regulatory topics and the harmful casino culture that has developed
around blockchains that hurts their public perception and undermines their
potential.
Finally , in part 5, building on the history and concepts presented earlier ,
I go deeper into intersecting areas like social networks, video games, virtual
worlds, media businesses, collaborative creation, finance, and artificial
intelligence. I hope to give a flavor for the power of blockchai n networks,
and how they can underpin better versions of existing applications along
with new applications that weren’ t possible before.
Network Design Is Destiny
- Blockchain networks serve as a critical tool for counterbalancing the consolidation of power by major internet corporations.
- The shift in global software development and the rise of AI threaten to accelerate the dominance of well-capitalized tech giants.
- The architecture of a network fundamentally dictates how wealth and power accumulate, effectively acting as an organizing framework for society.
- The distinction between digital 'bits' and physical 'atoms' is increasingly irrelevant because digital networks now shape every aspect of physical reality.
- The current transition in internet technology offers a rare opportunity for developers and users to reimagine and rebuild digital history.
This is a chance to create the internet you want, not the internet you inherited.
that hurts their public perception and undermines their
potential.
Finally , in part 5, building on the history and concepts presented earlier ,
I go deeper into intersecting areas like social networks, video games, virtual
worlds, media businesses, collaborative creation, finance, and artificial
intelligence. I hope to give a flavor for the power of blockchai n networks,
and how they can underpin better versions of existing applications along
with new applications that weren’ t possible before.
This book encapsulates what I’ve learned throughout my internet career .
I’ve had the privilege to work with many outstanding entrepreneurs and
technologists. Much of what I discuss here, I learned from them. I hope that
whether you’re a builder , founder , corporate leader , policymaker , analyst,
journalist, or someone who just wants to understand what is happening and
where we’re all headed, this book can help you build, navigate, and
participate in the future.
Blockchain netw orks are, I argue, the most credible and civic -minded
force to counterbalance internet consolidation. I believe this is the
beginning, not the end, of internet innovation. There’ s an urgency to that
conviction, though: the United States is already losing its lead in this new
movement, with the share of global software developers here going from 40
percent to 29 percent in the past five years. The rapid rise of artificial
intelligence will also likely accelerate the trend toward Big Tech
consolidation. Artificial intelligence holds incredible promise but tends to
favor well-capitalized companies with lar ge accumulations of data.
The decisions we make now will determine the internet’ s future: who
builds, owns, and uses it; where innovation happens; and what the
experience will be for everyone. Blockchains, and the networks they enable,
unlock the extra ordinary power of software as an art form, with the internet
as its canvas. The movement has an opportunity to change the course of
history , to remake humanity’ s relationship to the digital, to reimagine
what’ s possible. Anyone can participate—whether you’re a developer ,
creator , entrepreneur , or user .
This is a chance to create the internet you want, not the internet you
inherited.
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1. Why Networks Matter
I am thinking about something much more important than bombs. I am thinking about
computers.
—John von Neumann
Network design is destiny .
Networks are the organizing framework that enables billions of people
to intell igibly interact. They decide the world’ s winners and losers. Their
algorithms decide where money and attention will flow. The structure of a
network guides how that netwo rk will evolve and where wealth and power
accumulate. Given the scale of the internet today , software desig n decisions
up front, regardless of how seemingly small, can have cascading
downstream consequences. Who controls a given network is the central
question when analyzing power on the internet.
This is why critics who knock the tech startup industry for placing more
emphasis on the digital world than the physical world—on “bits” versus
“atoms”—miss the mark. The internet’ s influence extends far beyond the
digital realm. It intersects, permeates, and shapes large-scale social and
economic landscapes.
Even pro-tech investors play up the idea. As Peter Thiel, the venture
capitalist and PayPal co-found er, once mused, “We wanted flying cars,
instead we got 140 characters.” The dig takes aim at Twitter , which
originally limite d tweets to 140 characters, but it’s intended to pan the
perceived frivolity of the software-obsessed tech industry at lar ge.
Tweets may seem frivolous, but they affect everything from personal
thoughts and opinions to the outcomes of elections and pandemics. People
who claim technologists aren’ t focusing enough on problems like energy,
food, transportation, and housing overlook that the digital and the physical
worlds are interconnected and entwined.
Fusion of Worlds
- Digital networks are often dismissed as frivolous, yet they profoundly influence physical realities including global politics, pandemics, and the worldview of individuals.
- Automation typically manifests as the transmutation of physical objects into digital networks, such as travel websites absorbing the tasks of human agents.
- The linguistic use of prefixes like 'e-' diminishes the perceived value of digital activities that have effectively become the new standard for commerce and communication.
- Unlike the industrial economy's focus on production costs, the internet economy derives power from network effects where value increases with every new connection.
- Future technologies like AI and the Internet of Things will further fuse the physical and digital by embedding sensors and actuators into everyday environments.
We wanted flying cars, instead we got Zoom.
s aim at Twitter , which
originally limite d tweets to 140 characters, but it’s intended to pan the
perceived frivolity of the software-obsessed tech industry at lar ge.
Tweets may seem frivolous, but they affect everything from personal
thoughts and opinions to the outcomes of elections and pandemics. People
who claim technologists aren’ t focusing enough on problems like energy,
food, transportation, and housing overlook that the digital and the physical
worlds are interconnected and entwined. Internet networks mediate most
people’ s interactions with the “real world.”
The merging of the physical and the digital happens discreetly . Science
fiction sometimes portrays automation as a visible process, where one
physical thing gets replaced, one for one, by another as a direct substitution.
In reality , most automation happens indirectly , where physical objects
transmute into digital networks. Robo–travel agents didn’ t replace human
travel agents. Rather , search engines and travel websites absorbed their
tasks. Mail rooms and postbo xes still exist, but they handle far lower
volumes of correspondence since the rise of email. Personal aircraft haven’ t
upended phys ical transpor tation, but internet services like
videoconferencing have, in many cases, obviated the need for travel.
We wanted flying cars, instead we got Zoom.
People tend to underestimate the digital world due to the internet’ s
newness. Consider the language people use. Subordinating prefixes like
“e-” in “email” and “e-commerce” diminish digital activitie s’ value as
compared with their “real world” counterparts of “mail” and “commerce.”
Yet, increasingly , mail is email and commerce is e-commerce. When people
refer to the physical world as the real world, they fail to appreciate where
they spend more and more of their time. Innovations like socia l media that
were initially dismissed as nonserious can now shape everything from
global politics, business, and culture to the worldview of any one person.
New technologies will further fuse the digital and the physical worlds.
Artificial intelligence will make computers vastly smarter . Virtual and
augmented reality headsets will enhance digital experiences, making them
more immersive. Internet-connected computers embedded in objects and
places—also called Internet of Things devices—will permeate our
environments. Everything aroun d us will have sensors to understand the
world as well as actuators to alter it. All of this will be media ted through
internet networks.
So yes, networks matter .
At their most basic level, netw orks are lists of connections between
people or things. Online, they often catalog what people might direct their
attention toward. They also inform algorithms that further curate attention.
If you visit your social media feeds, algorithms churn up all manner of
content and advertisements based on your presumed interests. “Likes” on
media networks and ratings on marketplaces direct the flow of ideas,
interests, and impulses. Without this curation the internet would be a deluge
—unstructured, overwhelming, unusable.
The internet economy turbochar ges networks. In an industrial economy ,
corporations accrue power mainly through economies of scope and scale;
that is, ways of decreasing production costs. The diminishing marginal cost
of producing more steel, cars, pharmaceutical drugs, fizzy sugar water , or
whatever other widget lends an advantage to whoever owns and invests in
the mean s of production. On the internet, the marginal costs of distribution
are negligible, so power primarily accrues another way: through network
effects.
Network effects dictate that the value of a network grows with the
addition of each new node, or connection point. Nodes can be telephone
lines, transporta tion hubs like airports, connection-oriented technologies
like computers, or even people.
The Logic of Networks
- Unlike industrial-age widgets, digital power is built through network effects where value increases with every new connection point.
- Mathematical models like Reed’s law suggest that social network value can scale exponentially, creating values far beyond traditional economic logic.
- Large tech companies guard their network advantages by making it costly for users to leave, which centralizes power and stifles innovation.
- Solving the problem of digital monopolies requires moving beyond mere regulation toward building new networks that are structurally resistant to centralization.
Network effects take small advantages and snowball them into avalanches.
fizzy sugar water , or
whatever other widget lends an advantage to whoever owns and invests in
the mean s of production. On the internet, the marginal costs of distribution
are negligible, so power primarily accrues another way: through network
effects.
Network effects dictate that the value of a network grows with the
addition of each new node, or connection point. Nodes can be telephone
lines, transporta tion hubs like airports, connection-oriented technologies
like computers, or even people. Metcalfe’ s law, one well-known
formulation of the network effect, stipulates that the value of a network
grows quadratically , meaning proportional to the number of nodes squared
(that is, raising by an exponent of 2). For the mathematically minded, a
network with ten nodes woul d be twenty-five times as valuable as a
network with two nodes, while a network with a hundred nodes would be a
hundred times as valuable as one with ten nodes, and so on. The law takes
its name from Robert Metcalfe, a co-creator of Ethernet and the electronics
maker 3Com who popularized the idea in the 1980s.
Because not all network connections may be equally useful, some argue
for variations to the law. In 1999, David Reed, another computer scientist,
put forw ard his own self-named spin: Reed’ s law, which states that the
value of large networks can scale exponentially with the size of the
network. The formula best applies to social networks, where people are the
nodes. Facebook has nearly 3 billion monthly active users. According to
Reed’ s law, that means Facebook’ s network value is 2 to the 3 billionth
power—a number so eye-blisteringly large that it would take 3 million
pages just to print it.
Whichever approximation of network value you prefer , one thing is
clear: the numbers get big, fast.
It makes sense that network effects would dominate the internet, the
ultimate network of networks. People cluster around other people. Services
such as Twitter , Instagram, and TikTok are valuable because hundreds of
millions of people use them. The same is true of many networks that make
up the internet. The more people exchange ideas on the web, the richer that
information netw ork. The more people message over email and WhatsApp,
the more relevant these commun ication networks. The more people conduct
business across Venmo, Square, Uber , and Amazon, the more valuable these
marketplaces. As a rule: more people, more value.
Network effects take small advantages and snowball them into
avalanches. When corporations are in control, they tend to guard their
advantages jealo usly, making it difficult for anyone to leave. If you build an
audience on a corporate network, leaving means forfeiting your audience,
so you’re discouraged from doing so. This partly explains why power has
consolidated into the hands of a few large tech companies. If this trend
continues, the internet could end up even more centralized, commandeered
by powerful intermediaries that use their might to crowd out innovation and
creativity . Left unchecked, this will lead to economic stasis, homogeneity ,
unproductivity , and inequality .
Some policymakers seek to defang the largest internet companies with
regulation. Their remedies include blocking acquisition attempts and
proposing to split companies into parts. Other regulatory proposals require
companies to interoperate, allowing easy integrations between networks.
Users could then bring their connections wherever they like, and they could
read and post content across networks according to their preferences. Some
of these proposa ls could rein in incumbents and make room for competitors,
but the best long-term solution is to build new networks from the ground up
that won’ t lead to concentrations of power for the simple reason that they
can’ t.
Many well-funded startups are trying to build new corporate networks.
If they succeed, they’ll inevitab ly re-create the same problems with today’ s
large corporate networks.
The Evolution of Protocol Networks
- The author advocates for building decentralized networks that prevent power concentration by design rather than relying on corporate-led startups.
- The early internet, specifically ARPANET, was shaped by an academic culture that valued open access, meritocracy, and user-led governance.
- Permissionless protocols are compared to natural languages because they require broad consensus to function and allow diverse participants to communicate.
- Early digital pioneers envisioned cyberspace as a radically open environment that could transcend physical-world prejudices like race and economic status.
- Unlike centralized platforms, original web protocols like HTTP and HTML created a decentralized 'space' for information without a singular controlling organization.
We are creating a world that all may enter without privilege or prejudice accorded by race, economic power, military force, or station of birth.
and they could
read and post content across networks according to their preferences. Some
of these proposa ls could rein in incumbents and make room for competitors,
but the best long-term solution is to build new networks from the ground up
that won’ t lead to concentrations of power for the simple reason that they
can’ t.
Many well-funded startups are trying to build new corporate networks.
If they succeed, they’ll inevitab ly re-create the same problems with today’ s
large corporate networks. What we need are new challengers that can win in
the market against corporate networks but provide greater societal benefits.
Specifically , we need networks that provide benefits like those afforded by
the open and permissionless protocol networks that characterized the early
internet.
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2. Protocol Networks
What was often difficult for people to understand about the design was that there was
nothing else beyond URLs, HTTP and HTML. There was no central computer “controlling”
the Web, no single network on which these protocols worked, not even an organisation
anywhere that “ran” the Web. The Web was not a physical “thing” that existed in a certain
“place.” It was a “space” in which information could exist.
—Tim Berners-Lee
A Brief History of Protocol Networks
In the fall of 1969, the U.S. military bootstrapped the earliest version of the
internet: ARPANET , named after the Department of Defense’ s Advanced
Research Projects Agency (ARP A).
A broad community of researchers and developers spearheaded the
internet’ s development through the next couple decades. These academics
and tinkerers brought with them a tradition of open access. They believed in
the free exchange of ideas, equal opportunity , and meritocracy . In their
view , the people who used internet services—the users—should have
control. The structure and governance of their research communities,
advisory groups, and task forces embodied their democratic ideals.
The internet carried this culture forward when it crossed from
government and academia to mainstream users in the early 1990s. As more
people joined the network, they inherited the egalitarian ethos. Cyberspace
was radically open. As John Perry Barlow , the poet-activist and sometime
lyricist for the Grateful Dead, would write in 1996 in his “Declaration of
the Independenc e of Cyberspace,” “We are creating a world that all may
enter without privilege or prejudice accorded by race, economic power ,
military force, or station of birth.” The internet represented freed om, a fresh
start.
That same spirit infused the technology itself. The intern et was
underpinned by permissionless protocols, sets of rules for computers to
participate in networks. In ancient times, “protocol,” from the Greek
prōtokollon, meant “first sheet of a volume ,” often referring to a table of
contents. Over time, the word evolved to mean “diplomatic conventions”
and, later, in the twentieth century , “technical standards for software.” The
computing context became widespread with the advent of ARPANET
because protocols—accessible by and open to all—were foundational to the
development of the internet.
Think of protocols as analogous to natural languages, like English or
Swahili. They enable computer s to communicate with one another. If you
change how you speak, there’ s a risk other people won’ t unde rstand you.
You cease to interoperate, in tech vernacular . If you’re influential enough,
you might get others to change how they speak too because dialects can
splinter into new languages, but only if other people join in. Protocols and
languages both require consensus.
Protocols layer on top of one another , and ultimately on computing
devices, in what is called the internet “stack.” For a comput er scientist,
knowing all layers of the stack and the nuances between them may be
useful. (A popular model, called the Open Systems Interconnection model,
or OSI for short, identifies seven layers.
The Internet Protocol Stack
- The internet functions through a layered stack of protocols that require consensus to operate, much like the evolution of human languages.
- The networking layer, defined by Internet Protocol (IP) in 1983, enables hardware devices to communicate by formatting and routing data packets.
- The application layer allows user interaction through protocols like SMTP for email and HTTP for the web, which succeeded due to their open and simple designs.
- Users access these protocol networks through clients or portals, such as web browsers, which act as the interface for participating in the underlying network.
- The internet's core architecture was designed to be decentralized and resilient, allowing the system to function even if nodes are destroyed during a catastrophe.
Just as the LP was invented for connoisseurs and audiophiles but spawned an entire industry , electronic mail grew first among the elite community of computer scien tists on the ARPANET , then later bloomed like plankton across the Internet.
get others to change how they speak too because dialects can
splinter into new languages, but only if other people join in. Protocols and
languages both require consensus.
Protocols layer on top of one another , and ultimately on computing
devices, in what is called the internet “stack.” For a comput er scientist,
knowing all layers of the stack and the nuances between them may be
useful. (A popular model, called the Open Systems Interconnection model,
or OSI for short, identifies seven layers.) For this discussion, just picture
three layers where the lowest one consists of hardware: servers, PCs,
smartphones, internet-connected devices like TVs and cameras, along with
the networking hardware that connects them all. Other layers build on top
of this foundation.
Above the physical layer is the networking layer , known simply as
internet protoco l, or IP. This protocol defines how to format, address, and
route packets of information between the first layer ’s machines. Vint Cerf
and Robert Kahn, researchers at the same lab responsible for ARPANET ,
developed this standard in the 1970s. (That lab, ARPA, later renamed
DARP A, also helped invent futuristic technologies like stealth vehicles and
GPS.) The network officially completed implementing internet protocol on
January 1, 1983, a date most people regard as the birthday of the internet.
On top of the internet layer is the application layer , so called because
it’s where user-facing applications plug in. Two protocols chiefly define this
layer , the first of which is email. The protocol behind email is called Simple
Mail Transfer Protocol, abbrevi ated SMTP . Jon Postel, a resea rcher at the
University of Southern Californ ia, created the protocol to standardize email
communication in 1981, and his contribution primed email for widespread
uptake. As Katie Hafner and Matthew Lyon recount in their history of the
internet, Wher e Wizards Stay Up Late, “Just as the LP was invented for
connoisseurs and audiophiles but spawned an entire industry , electronic
mail grew first among the elite community of computer scien tists on the
ARPANET , then later bloomed like plankton across the Internet.”
The second protocol from which many applications have bloomed is the
web, also known as Hypertext Transfer Protocol, or HTTP . Tim Berners-
Lee, a British scientist, invented the protocol, along with Hypertext Markup
Language, or HTML, for format ting and rendering websites, while working
at the Swiss physics lab CERN in 1989. (Though people often use
“internet” and “web” interchangeably , these are different networks: the
internet connects devices; the web links web pages.)
Email and the web succeeded because of their simplicity , generality ,
and openness. After these protocols were created, programmers codified
them into email clients and web browsers, many of which were open
source. Anyone could download a client (what most people would call an
app today) to join a network. Clients build on top of protocols and enable
people to access and participate in underlying networks. Clients are like
portals, or gateways, to protocol networks.
People interact with protocols through clients. For instance, the web
started going mainstream only after the 1993 debut of the consumer -
friendly Mosaic web browser , one such client. Today , the most popular web
clients are proprietary browser s like Google Chrome, Apple Safari, and
Microsoft Edge, while the most popular email clients are Gmail
(proprietary , hosted on Google servers) and Microsoft Outlook (proprietary ,
downloadable to local machines). A wide range of software, both
proprietary and open source, also remains available for running web and
email servers.
The communications system that underpins the internet was designed to
be decen tralized and, therefore, resilient enough to survive nuclear attack.
The system treated all nodes equally , so it could continue funct ioning even
if sectio ns were destroyed.
The History of Internet Naming
- While the internet's architecture is decentralized for resilience, its naming system functions as a centralized 'source of truth' to map human-friendly labels to IP addresses.
- Before DNS, the entire network relied on a single file called HOSTS.TXT, which had to be manually updated and redistributed every time a new node joined the network.
- Paul Mockapetris created the Domain Name System in 1983 to solve the scaling issues of manual recordkeeping by creating a hierarchical, distributed naming system.
- Early DNS governance was overseen by Jon Postel, who was famously described as the 'god' of the internet before control transitioned to the nonprofit ICANN.
- Modern DNS lookups involve a complex chain of resolvers and root servers that translate domain names into numerical addresses in a fraction of a second.
If the Net does have a god, he is probably Jon Postel.
lients are Gmail
(proprietary , hosted on Google servers) and Microsoft Outlook (proprietary ,
downloadable to local machines). A wide range of software, both
proprietary and open source, also remains available for running web and
email servers.
The communications system that underpins the internet was designed to
be decen tralized and, therefore, resilient enough to survive nuclear attack.
The system treated all nodes equally , so it could continue funct ioning even
if sectio ns were destroyed. Email and the web inherited this design
philosophy . All nodes are “peers,” none privileged above any other .
One component of the internet was, however , designed differently , and
it controlled a special function: naming.
Naming is a requirement in every network. Names are the most basic
kinds of avatars, essential components for building commun ities. I am
@cdixon on Twitter , and my website is cdixon.or g. These human-friendly
names make it easy for other people to identify and reach me. If people
want to follow me, friend me, or send me something, they do so by
referencing one of my names.
Machines have names too. On the internet, computers identify one
another by what are called internet protocol addresses, sets of numbers that
are difficult for humans to remember but easy for machines. Imagine having
to summ on up numbers for every web page you want to visit. Browsing
Wikipedia? Try 198.35.26.96. Searching for a YouTube video? Hit up
208.65.153.238. People need directories, like contact lists on phones, to aid
memory .
Through the 1970s and 1980s, one organization maintained the official
internet director y. The Stanford Research Institute’ s Network Information
Center compiled all addresses into a single file, HOSTS.TXT , which it
updated continuously and distributed to everyone on the network. Every
time an address changed or another node joined the network (which
happened often), everyone had to update their hosts file. As the network
grew , recordkeeping became a hassle. People needed a less clunky system
to serve as a single source of truth.
Enter domain name system, or DNS. Paul Mockapetris, an American
computer scientist, invented this solution to the network naming conundrum
in 1983. Under the hood, DNS was complex, but the main idea was simple:
mapping human -friendly name s to physical-computer IP addresses. The
system was hierarchical but also distributed. At the topmost level, a
collection of international organizations—government-af filiated agencies,
universities, companies, nonprofit groups, and more—managed thirteen sets
of root servers that to this day remain the system’ s ultimate authorities.
From the 1980s through the rise of the commercial internet in the
1990s, a team directed by Postel administe red DNS at the University of
Southern California. In 1997, The Economist summed up the significance of
his role: “If the Net does have a god, he is probably Jon Postel.” As the
internet took off, a longer -term solution to DNS governance became
necessary . In the fall of 1998, the U.S. government began transitioning
oversight of the internet’ s name space to a new organization, the nonprofit
Internet Corpor ation for Assigned Names and Numbers, or ICANN. (In
October 2016, ICANN became independent and moved to a global multi-
stakeholder governance model that continues to supervise the system we
use to this day .)
DNS is crucial to a working internet. When you search on a browser for
a website, like google.com or wikipedia.or g, your internet service provider
routes the request through a special server called a DNS resolver that asks
the top-level domain servers, responsible for domain suffixes like .com or
.org, for further directions. These top-level servers then point to lower -level
servers that provide the appropriate IP addresses to your browse r to get you
where you’re going. This whole process is called a DNS lookup, and it
happens in a flash every time you try to connect to a website .
The Power of Digital Names
- The Domain Name System (DNS) allows users to own their identities and control the mapping to IP addresses, creating a system of digital property rights.
- This architecture provides mobility, enabling users to switch service providers without losing their network connections or breaking inbound web links.
- Centralized networks like Twitter and Facebook maintain control by owning user handles, which allows them to gatekeep relationships and manipulate visibility.
- The design of DNS forces businesses to remain competitive and honest, as they cannot rely on network effects to lock in their customers.
- Corporate 'data download' features are often hollow because they return raw data but strip away the social connections that give that data value.
Your only choice is to stay, or leave and start from scratch somewhere else.
le.com or wikipedia.or g, your internet service provider
routes the request through a special server called a DNS resolver that asks
the top-level domain servers, responsible for domain suffixes like .com or
.org, for further directions. These top-level servers then point to lower -level
servers that provide the appropriate IP addresses to your browse r to get you
where you’re going. This whole process is called a DNS lookup, and it
happens in a flash every time you try to connect to a website . (To make
lookups faster , DNS providers also store, or cache, IP addresse s on servers
nearer to users.)
The protocols underlying email and the web are free to use except for
DNS, which charges modest fees that go to ICANN and internet registrars.
As long as users pay the fees, typically around $10 per year, and as long as
they obey the law, they can do what they please with their domain names.
Users can buy, sell, or hold on to them indefinitely . The fees behave more
like property taxes than leasing fees.
Names are an important leverage point in the control of networks. In
networks like Twitter and Facebook, corporate owners control the names. I
am @cdixon on Twitter , but Twitter owns this name. Twitter can revoke it,
charge me more money , or take away my audience. By controlling my
name, Twitter also controls my relationships with other people. It can
modify algorithms that show my posts more or less frequently , for example.
I have no power except to quit the network.
The key design decision in DNS is that users, not a company or other
higher authority , own and control their names. Specifically , users control
the mapping between their names and IP addresses. They can therefore
move their names from one computer to another , at any time for any reason,
and run whatever software they want, without losing their network
connections or anything else they’ve built.
Let’s say I host cdixon.or g at Amazon’ s web hosting services. Imagine
that Amazon decides to charge me more money , throttle my website, censor
my content, or do something else I don’t like. I can simply transfer my files
to anoth er provider and redirect the cdixon.or g DNS record. I could even
choose to self-host, the digital equivalent of living off the grid. When I
redirect my name, all my netw ork connections remain intact. People can
still send me emails and the inbound web links that search engines use to
rank my site still work. The switch to a new hosting provid er happens
behind the scenes. It is invisible to other participants on the network.
Amazon knows this and knows it must therefore act within the guardrails of
network norms and market forces, or risk losing customers.
This simple design decision—gi ving users full control of their names—
keeps businesse s honest. It restrains Amazon and other companies, forcing
them to offer competitive services at competitive prices. Companies can
still avail themselves of traditional business moats like economies of scale
(the more server s they run, the lower their costs, the higher their margins),
but they can’t rely on network effects to trap users the way centralized
networks do.
Contrast how DNS works with what happens when you try to leave a
service like Twitter or Face book. Most corporate networks have a
“download your data and delete your account” feature. You get records of
your posts and maybe of your followers and friends. But you lose your
network connect ions and your audience because those people followed your
Twitter or Facebook account, and you can’t redirect that account to a new
service. You don’t control the mapping. You can get the data, but you lose
your network. These “data download” features are feints. They gesture
toward openness and freedom, but they do nothing to increase user choices.
The company has total control. Your only choice is to stay, or leave and
start from scratch somewhere else.
Digital Ownership and Networks
- Centralized social networks trap users by controlling identity mappings, making data download features mere gestures rather than true portability.
- Unlike open web protocols, corporate platforms operate as separate networks that discard the principles of democratic governance and permissionless innovation.
- The Domain Name System (DNS) grants users digital property rights, creating an ownership model that has fostered decades of infrastructure investment.
- To remain universal, core network protocols stay unopinionated about content, leaving moderation to be handled by services at the network edges.
- While digital ownership can trigger speculative markets, its primary value lies in giving users control over their names and connections.
These “data download” features are feints. They gesture toward openness and freedom, but they do nothing to increase user choices.
iends. But you lose your
network connect ions and your audience because those people followed your
Twitter or Facebook account, and you can’t redirect that account to a new
service. You don’t control the mapping. You can get the data, but you lose
your network. These “data download” features are feints. They gesture
toward openness and freedom, but they do nothing to increase user choices.
The company has total control. Your only choice is to stay, or leave and
start from scratch somewhere else.
Corporate services like Facebook and Twitter operate networks that
interoperate with the web, using components like HTTP , but they are not
part of the web in any meaningful sense. They do not adhere to the web’ s
entrenched customs and norm s. Indeed, they break the web’ s many
technical, economic, and cultural tenets—like openness, permissionless
innovation, and democratic governance. These centralized networks are
essentially separ ate networks that sit adjacent to the web. They have their
own rules, economics, and network ef fects.
The genius of DNS is that users own their names in the same way they
own things in the physical world, providing the online equivalent of
property rights. When you own something, you have an incenti ve to invest
in it. That’ s why, starting in the 1990s and continuing today , there has been
so much investment in business es related to email and the web, networks
built around DNS.
Giving users control of their names might seem like a small design
choice. But it has had cascading downstream consequences, ultimately
enabling new industries to grow and flourish, from search engines and
social networks to media and e-commerce sites.
As a side effect, digital ownership can spawn speculative markets.
Buying and selling domains is a multibillion-dollar industry . Short English-
word .com domains routinely sell for millions of dollars. (A recent example
is voice.com, which sold for $30 million.) The market for domain names
goes up and down, alternately creating and losing fortunes. In this way, the
domain market is similar to real estate, which also suffers from bouts of
speculation and, every so often, bubbles. Blockchain tokens, which enable a
newer form of digital ownership, as we’ll discuss later, have also spawned
speculative markets. In all these cases, speculation is a side effect. Yet the
positives of ownership far outweigh the negatives.
Today , content moderation is a hot topic, especially with respect to
social networks. Email and the web, however , don’t moderate content. They
have just one job: deliver information reliably . The philosophy is if the
protocols were to do the polic ing, they would become fragmented and
dysfunctional. Different regions have different laws and customs where
what’ s illegal in one country may be permissible in another . To be universal,
protocols must be unopinionated.
Content moderation still happens, but it’s done by users, clients, and
services built at the network edges. This might seem risky: Can you trust
the decentralized masses to successfully police themselves? Yet, in practice,
the syste m does work well. Clients and servers enforce laws, regulations,
and moderation. If you operate an illegal website, domain name registrars
and web hosting companies will take it down. Search engines will de-index
it. The sprawlin g community of software developers, app and website
makers, tech companies, and international bodies that governs the web will
exile it. The same is true for email. Clients and servers at the network edges
filter spam, phishing, and other malicious content. Laws and incentives
make the system work.
Email and the web, supported by DNS, have brought powerful general-
purpose network s to the interne t. The design lets users own what matters
most: their names and, therefor e, their connections and whatever else they
decide to build on top of the network.
The Power of Protocols
- Protocol networks grant users ownership of their identities and connections, fostering a user-centric digital environment.
- Network effects in protocols benefit the collective community rather than being captured by a single corporate entity.
- The absence of "take rates" and central intermediaries provides strong assurances for developers to invest time and capital.
- Open protocol systems function like highway infrastructure, where predictable accessibility stimulates private investment and growth.
- Corporate platforms currently capture trillions in value that would be distributed to creators if the systems were built on protocols.
The difference between a protocol network like email and a corporate network like Twitter is that email’ s network effect accrues to a community instead of a company .
s, tech companies, and international bodies that governs the web will
exile it. The same is true for email. Clients and servers at the network edges
filter spam, phishing, and other malicious content. Laws and incentives
make the system work.
Email and the web, supported by DNS, have brought powerful general-
purpose network s to the interne t. The design lets users own what matters
most: their names and, therefor e, their connections and whatever else they
decide to build on top of the network.
The Bene ts of Protocol Networks
Protocol networks endow users with ownership, which benefits all network
participants, including creators, entrepreneurs, developers, and others.
Like all networks, protocols have network effects: they get more
valuable as more people use them. Email is useful because it is ubiquitous
—because so many other people have email addresses. The difference
between a protocol network like email and a corporate network like Twitter
is that email’ s network effect accrues to a community instead of a company .
No company owns or controls email and anyone can access it through
software created by independent developers that supports the underlying
protocol. It’s up to developers and consumers to decide what to build and
use. Decisions that af fect the community are made by the community .
Because protocol networks have no central intermediary , they don’t
charge “take rates,” or fees on money that flows through the network. (I’ll
discuss take rates and their effects in depth in the chapter “Take Rates.”)
Moreover , the structure of protocol networks provides strong assurances
they’ll never charge take rates. This encourages innovation on top. If you
are building something on top of email or the web, you know you can invest
time and money , because you know that whatever you build, you will own
and control. Larry Page and Sergey Brin, Jeff Bezos, Mark Zuckerber g, and
countless other internet entrepreneurs were inspired by this promise.
Users also benefit from protoco l networks. A vibrant software market
and low switching costs mean users can shop around. If users don’t like
how an algorithm works, or how a service tracks their data, they can switch.
If users pay subscription fees or watch ads, the money earned goes directly
to creators, instead of network intermediaries, incentivizing further
investment in their preferred content.
The more predictable the incen tives, the better , just as in the physical
world, where predictable laws like property rights encourage investment.
The interaction between private businesses and highway systems is a
helpful analogy . Because highway systems are predictably open and mostly
free, people and businesses are willing to build on top of them —meaning
they’re willing to invest in resources such as buildings, vehicles, and
communities whose ongoing value depends on the highways. This, in turn,
stimulates more highway use, which encourages more private investment.
In a well-design ed network, growth begets growth, creating a healthy and
dynamic system.
Corporate networks, like Facebook and Twitter , have unpredictable
incentives and therefore limited investment by third parties. Corporate
networks usually have high take rates, allowing them to claim a larger share
of the revenue that flows throug h the network and eat into the profits that
might otherwis e flow to the edges. Today , the incumbent corporate
networks—including Facebook , Instagram, PayPal, TikTok, Twitter , and
YouTube—are owned by comp anies with aggregate market capitalizations
in the trillions of dollars. It’s reasonable to assume that if these networks
were protocols, a significant portion of that value would instead be
distributed to developers and creators at the edges.
These dynamics explain why email, namely newsletter writing, is
having a renaissance among so many content creators.
The Power of Protocols
- Corporate networks centralize trillions in market value that would be distributed to creators and developers if these platforms were open protocols.
- The resurgence of email newsletters demonstrates the value of protocol-based networks where creators own their audience relationships and can switch services without losing subscribers.
- Centralized platforms like Facebook have historically stifled competition by revoking API access, as evidenced by Mark Zuckerberg's personal decision to cripple the video app Vine.
- Open protocols incentivize external innovation and venture capital to solve systemic issues like spam and search, whereas corporate networks must rely solely on internal resources.
- Permissionless innovation allows entrepreneurs to build essential tools and security software without seeking approval from a central gatekeeper or platform owner.
“Yup, go for it,” he told another exec. The move crippled Vine’s growth, and Twitter discontinued the service in 2017 after years of neglect.
the edges. Today , the incumbent corporate
networks—including Facebook , Instagram, PayPal, TikTok, Twitter , and
YouTube—are owned by comp anies with aggregate market capitalizations
in the trillions of dollars. It’s reasonable to assume that if these networks
were protocols, a significant portion of that value would instead be
distributed to developers and creators at the edges.
These dynamics explain why email, namely newsletter writing, is
having a renaissance among so many content creators. Email gives creators
a direct relationship with their audiences, unmediated by central network
operators who can change the economics, access rules, or content rankings
on a whim. If newsletter servi ces like Substack, which layer on top of
email, were to change the rules or the rates, users could simply leave and
take their subscribers with them . (Many of these services currently let users
export email subscriber lists.) The ability to exit lowers switching costs and,
therefore, take rates. That’ s the power of decoupling names from services in
protocol networ ks. Users may not understand all the nuances of network
design, but they do intuit their own economic risks, especially after many
years of well-documented issues between content creators and corporate
networks.
Software develo pers are further along in their disillusionment. In the
early 2010s, companies like Facebook and Twitter , despite originally
presenting them selves as open and inviting, slammed their networks shut
and revoked developers’ access. In January 2013, when Vine, a short-form
video app (acqu ired by Twitter a few months earlier), made its debut, Mark
Zuckerber g personally approved its neutering. According to court
documents unsealed years later, Zuckerber g gave the nod to shut down
Vine’s access to Facebook’ s application programming interface, or API, a
software connection that applications use to interoperate. “Yup, go for it,”
he told another exec. The move crippled Vine’s growth, and Twitter
discontinued the service in 2017 after years of neglect. Vine’s demise is
well-known. Fewer people remember Facebook’ s crackdowns on apps like
BranchOut (job hunting), MessageMe (messaging), Path (social
networking), Phhhoto (GIF making), and Voxer (voice chat).
The promise of ownership motivates builders and investors alike.
Because protocol networks don’t have network fees—and are guaranteed
never to have them—startups are strongly incentivized to build on top of
them. For example, the early web was hard to navigate and search. Dozens
of technical teams started comp anies to solve this problem, including well-
known companies like Yahoo and Google. When spam became a serious
issue in the late 1990s, venture capitalists funded dozens of companies to
address the problem, an effort that mostly succeeded. There’ s still spam of
course, but we’ve gotten a lot better at handling it.
Contrast this with how corporate networks like Twitter approach spam,
bots, and similar problems today. Outside companies have no incentive to
solve the problems. Only the company itself tries to solve them, reducing
the pool of talent and resources that could be helping. That’ s why some of
these networks are drowning in bots and spam today .
I credit the opportunities I had as an entrepreneur to the design of
protocol networ ks. In the early 2000s, issues like phishing and spyware
were rampant. Today it’s hard to picture how bad the situation was. At the
time, most people were using a notoriously insecure version of Microsoft’ s
web browser that made it easy for malicious software to install itself on
their PCs. In 2004, I co-founded a web security startup called SiteAdvisor
that built a tool to protect users from these threats. Because the web is a
protocol network, we were able to crawl and analyze website s and build
software that worked inside browsers and search engines. We didn’t need to
ask for permission. No company owns the web or email.
Protocols vs. Corporate Platforms
- Protocol networks allow developers to build and capture value without seeking permission from a central authority.
- Corporate networks are historically shunned by founders and venture capitalists because they are susceptible to sudden rule changes and rent extraction.
- Early protocols like email and the web succeeded by growing in a collaborative environment before the rise of massive centralized competitors.
- RSS, once a strong decentralized competitor to social media, was eventually overtaken by Twitter’s centralized but feature-rich model.
- A system is only genuinely open if users can participate without involving a specific, central governing institution.
No higher power could take away what we made.
ime, most people were using a notoriously insecure version of Microsoft’ s
web browser that made it easy for malicious software to install itself on
their PCs. In 2004, I co-founded a web security startup called SiteAdvisor
that built a tool to protect users from these threats. Because the web is a
protocol network, we were able to crawl and analyze website s and build
software that worked inside browsers and search engines. We didn’t need to
ask for permission. No company owns the web or email.
Developers don’t need permissi on to build clients and apps on protocol
networks. These networks are open, allowing the independent developer
community to solve problems and develop new features. Even better ,
builders and creators can captu re whatever economic value they create.
These conditions and incentives allow markets to solve problems that
protocols don’ t.
It would have been impossible for my startup to have been built on a
corporate network. Corporate networks are inhospitable to founders, and
most venture capitalists know better than to fund people building on them.
McAfee eventua lly acquired our company for a premium because it knew
that we owned what we built. The web couldn’ t change the rules or the rent.
No higher power could take away what we made. The web, as a community ,
of which we were a part, succeeded because of the protocol architecture and
the incentives it created.
The Fall of RSS
Since the rise of email and the web, no protocol network has succeeded at
scale. It’s not for lack of trying. In the last thirty years, technolog ists created
many credible new protocol networks. In the early 2000s, Jabber , an open-
source instant messaging protoc ol (since renamed XMPP), tried to take on
AOL Instant Messenger and MSN Messenger . Later in the decade,
OpenSocial, a cross-platform social networking protocol, tried to challenge
Facebook and Twitter . Diaspora, a decentralized social network that made
its debu t in 2010, tried to do this too. These protocols were technically
innovative and built passionate communities, but none went mainstream.
Email and the web succeeded in part because of their special historical
conditions. In the 1970s and 1980s, the internet consisted of a small number
of colla borative researchers. Protocol networks grew in the absence of
centralized competition. In more recent years, upstart protocol networks
have had to compete with corporate alternatives with far more features and
resources.
The competitive disadvantages of protocol networks are perhaps best
illustrated by the fate of RSS, or “really simple syndication,” the protocol
that came closest to challeng ing corporate social networks . RSS is a
protocol with functionality similar to a social network. It lets you make lists
of users you want to follow , and it allows those users to send you content.
Web administrators can embed code on their sites to output updates in a
format called XML, short for “extensible markup language,” whenever a
new post is published. The updates get pushed to the customized feeds of
subscribers, who follow the sites and blogs of their choice using their
preferred RSS “reader” software. The system is elegant and decentralized.
But it’ s bare bones.
In the 2000s, RSS was a credibl e competitor to corporate networks like
Twitter and Facebook. But by 2009, Twitter started supplanting RSS.
People were relying on Twitter instead of RSS to subscribe to bloggers and
other creators. Some members of the RSS community thought this was fine,
because Twitter had an open API and a stated commitment to continuing to
interoperate with RSS. To them , Twitter was simply a popular node in the
RSS network. I continued to worry about where things were headed, as I
blogged at the time:
The problem is Twitter isn’t really open. For Twitter to be truly
open, it would have to be possi ble to use “Twitter” without in any
way involving Twitter the institu tion. Instead, all data goes through
Twitter ’s centra lized service.
The Decline of Open Protocols
- Twitter transitioned from an open network participant to the internet's first core service controlled by a single for-profit gatekeeper.
- The decline of the RSS protocol was marked by corporate moves like the shutdown of Google Reader and Twitter's removal of RSS support.
- RSS failed to compete because it lacked a centralized database to facilitate user-friendly features like content discovery and analytics.
- The technical complexity of managing domains and servers created a high barrier to entry for RSS compared to streamlined corporate services.
- Early decentralized social networks failed because they lacked a mechanism to link users and define relationships without a central authority.
At some point Twitter will need to make lots of money to justify their valuation.
thought this was fine,
because Twitter had an open API and a stated commitment to continuing to
interoperate with RSS. To them , Twitter was simply a popular node in the
RSS network. I continued to worry about where things were headed, as I
blogged at the time:
The problem is Twitter isn’t really open. For Twitter to be truly
open, it would have to be possi ble to use “Twitter” without in any
way involving Twitter the institu tion. Instead, all data goes through
Twitter ’s centra lized service. Today’ s dominant core internet
services—the web (HTTP), email (SMTP), and subscrip tion
messaging (RSS)—are open protocols that are distributed across
millions of institutions. If Twitter supplants RSS, it will be the first
core internet service that has a single, for-profit gatekeeper… . At
some point Twitter will need to make lots of money to justify their
valuation. Then we can really assess the impact of having a single
company control a core internet service.
Unfortunately , my worries were justified. As Twitter ’s network grew
more popular than RSS, only social norms—nothing firmer—kept the
company from pulling the plug. In 2013, as soon as doing so suited its
corporate interes ts, Twitter stopped supporting RSS. Google shut down its
main RSS product, Google Read er, that same year, highlighting how far the
protocol had fallen.
RSS was once a credible protocol-based approach to social networking.
While niche communities conti nued to use RSS in the 2010s, it was no
longer a serious rival to corpor ate social networks. RSS’ s decline directly
correlated with the consolidation of network power among a few internet
giants. As one blogger put it, “That little tangerine bubble”—a reference to
RSS’ s orange logo—“has beco me a wistful symbol of defiance against a
centralized web increasingly controlled by a handful of corporations.”
There are two main reasons why RSS lost. First: features. RSS couldn’ t
match the ease of use and advanced functionality of corporate networks. On
Twitter , a user could sign up, choose a name and accounts to follow, and be
up and running all in a few clicks. RSS was, by contrast, simply a set of
standards. No company was behind it, and therefore no one ran a
centralized database to store things like people’ s names and lists of
followers. The products built around RSS had more limite d features,
lacking user-friendly mechanisms for content discovery , curation, and
analytics.
RSS expected too much from users. Like email and the web, the
protocol used DNS for naming, but that meant content creators had to pay
to register domains and then transfer those domains to their own web
servers or RSS hosting providers. This onboarding experience was fine for
email and the web back in the early days of the internet, when there were no
alternatives and when many users were technologists who were accustomed
to putting in the effort. But as people with less willingness and know-how
came online, RSS couldn’ t compete. Free, streamlined services like Twitter
and Facebook offered easier ways for people to publish, connect, and
consume, enabli ng them to amass tens, then hundreds of millio ns—and in
Facebook’ s case, billions—of users.
Other attempts by protocols to match the capabilities of corporate
services founde red too. In 2007, Wired magazine documented its bid to
build a social network of its own using open tools like RSS. The demo hit a
dead end just before the finish line when the developers realized they were
missing a key piece of infrastructure: a decentralized database. (In
retrospect, the developers were missing exactly the technology that
blockchains would later provide.) As the team wrote,
For the last couple of weeks, Wired News tried to roll its own
Facebook using free web tools and widgets. We came close, but we
ultimately failed. We were able to recreate maybe 90 percent of
Facebook’ s functionality , but not the most important part—a way to
link people and declare the nature of the relationship.
Protocol Funding vs. Corporate Capital
- Early open-source social networks failed to scale because they lacked a decentralized database capable of mapping complex human relationships.
- Corporate platforms dominated the market by leveraging massive venture capital to hire developers and subsidize hosting while open protocols relied on donations.
- Non-profit efforts to create neutral social graphs struggled with coordination challenges that for-profit companies could simply bypass.
- The Heartbleed vulnerability exposed the dangers of the internet's reliance on critical open-source software maintained by a handful of underfunded volunteers.
- Technology monopolies selectively fund open-source projects like Linux that serve their interests but avoid supporting protocols that encourage competition.
RSS was just a loosely connected group of developers with no access to capital beyond voluntary donations. It was never a fair fight.
g a key piece of infrastructure: a decentralized database. (In
retrospect, the developers were missing exactly the technology that
blockchains would later provide.) As the team wrote,
For the last couple of weeks, Wired News tried to roll its own
Facebook using free web tools and widgets. We came close, but we
ultimately failed. We were able to recreate maybe 90 percent of
Facebook’ s functionality , but not the most important part—a way to
link people and declare the nature of the relationship.
Some developers, like Brad Fitzpatrick, who started the blog network
LiveJournal in 1999, suggested solving this problem by creating a database
of social graphs run by nonprofit organizations. In a 2007 post called
“Thoughts on the Social Graph,” he proposed,
Establish a non-pro t and open source software (with copyrights held by
the non-profit) which collects, merges, and redistributes the graphs
from all other social network sites into one global aggregated graph.
This is then made available to other sites (or users) via both public
APIs (for small/casual users) and downloadable data dumps, with
an upda te stream / APIs, to get iterative updates to the graph (for
larger users).
The idea was that a conventional database containing social graphs
could help RSS match the streamlined onboarding of corporate social
networks. Givin g control of the database to a nonprofit would keep it
credibly neutral. Implementing this, however , required widespread
coordination between software developers and nonprofit groups. The effort
never gained traction, and peop le have struggled to get nonprofits to work
in other tech startup contexts too (which I cover later in “The Nonprofit
Model”).
Meanwhile, corporate networks didn’ t need to coordinate. They could
simply move fast, even if it meant breaking some things.
This gets at the second reason RSS lost: funding. For-profit companies
can raise venture capital to hire more developers, build advanced
functionality , subsidize hosting costs, and so forth. As they grow , more
capital becomes available. Companies like Facebook and Twitter , and
almost every other large corporate network, have raised billions of dollars
from private and public investo rs. RSS was just a loosely connected group
of developers with no access to capital beyond voluntary donations. It was
never a fair fight.
To this day, open-source software funding is subject to market forces
that sometimes, but not always, correspond to what’ s good for the internet.
In 2012, a software update introduced a critical vulnerability into OpenSSL,
an open -source project that powers a large portion of the internet’ s
encryption software. The bug, dubbed Heartbleed, endangered the security
of broad swaths of internet communications. Security engineers only
discovered it two years after its introduction. When people looked into why
no one found the bug sooner , they learned that the nonprofit responsible for
maintaining the internet protocol, the OpenSSL Software Foundation,
consisted of just a few overworked volunteers and that it subsisted on paltry
funding, including about $2,000 in direct donations per year .
Some open-source projects are well funded because their success aligns
with the interests of big compan ies. The most widely used opera ting system
in the world, Linux, falls into this category . Companies that benefit from the
proliferation of open-source operating systems, like IBM, Intel, and Google,
support Linux development. But building new protocol networks generally
doesn’ t align with corporate interests. Indeed, the strategy of most tech
companies is to capture, contro l, and monopolize networks. The last thing
they would want to do is fund a potential competitor . Protocol networks are
in the collective interest of the internet, but the internet hasn’ t had a
significant source of direct funding since the government bankrolled it in
the early days.
Skeuomorphic and Native Technologies
- Corporations avoid funding new protocol networks because their primary business strategy is to capture and monopolize user bases.
- Early protocol networks like email and the web succeeded because they were established before corporate alternatives became dominant.
- Skeuomorphism involves designing digital tools to mimic familiar physical objects, helping people transition more easily to new technologies.
- The most significant impacts of a new medium are realized when it moves beyond imitation to enable entirely new forms of human interaction.
When Johannes Gutenberg, inventor of the movable-type printing press, published his namesake Bible in the fifteenth century, he made it look like a handmade manuscript copy.
stems, like IBM, Intel, and Google,
support Linux development. But building new protocol networks generally
doesn’ t align with corporate interests. Indeed, the strategy of most tech
companies is to capture, contro l, and monopolize networks. The last thing
they would want to do is fund a potential competitor . Protocol networks are
in the collective interest of the internet, but the internet hasn’ t had a
significant source of direct funding since the government bankrolled it in
the early days.
Protocol networks like email and the web succeeded because they
arrived before serious alternati ves. The incentives they created led to a
golden period of creativity and innovation that persists to this day, despite
the encroachmen t of Big Tech. But later attempts to build protocol networks
have failed to go mainstream. The decline of RSS epitomizes the challenges
protocol networks face. RSS’ s cautionary tale also shows how protocol
networks planted the seeds for a newer , more competitive network design,
one that would define the next era of the internet.
OceanofPDF .com
3. Corporate Networks
When I was in college, I remember thinking to myself, this internet thing is awesome
because you can look up anything you want, you can read news, you can download music,
you can watch movies, you can nd information on Google, you can get reference material
on Wikipedia, except the thing that is most important to humans, which is other people,
was not there.
—Mark Zuckerberg
Skeuomorphic and Native Technologies
People use new technologies in one of two ways: (1) to do something they
could already do but can now do faster , cheaper , easier , or highe r quality; or
(2) to do someth ing brand-new that they simply couldn’ t do before. Early in
the development of new technologies, the first category of activities tends
to be more popular , but it’s the second set that has more lastin g effects on
the world.
Improving existing activities happens first because it’s more
straightforward. Discovering the real powers of a new medium takes time.
When Johannes Gutenber g, inventor of the movable-type printing press,
published his namesake Bible in the fifteenth century , he made it look like a
handmade manuscript copy . Who could imagine a book as anything else?
And yet, as Alan Kay, the computer scientist and Turing Award winner ,
once observed, “the real message of printing was not to imitate hand-
written Bibles, but 150 years later to argue in new ways about science and
political governance”—a catalyst for revolution.
Doing new things requires leaps of imagination. Early film directors
shot films like plays. Effectivel y, they were making theatrical productions
with better distribution models. Filmmaking changed only after true
innovators realized the potential for a visual grammar native to the new
form. The development of electricity followed a similar path. People
originally switched from gas and candles to electric light for the
convenience. Only decades later did they tap the electric grid to power all
manner of appliances, from toasters to Teslas.
Technology that borrows from what came before is sometimes called
skeuomorphic. The term originally referred to design element s in art that
are intentional, albeit unnecess ary, holdovers. During the Steve Jobs era,
Apple popularized the idea as a description of digital graphics that look like
familiar objects, like a wood-grained bookshelf as decoration in a reading
app or a trash can icon to represent deleted files. Skeuomor phic design
made it easier for people to adapt to interactions with computer screens.
Now people in the tech industry use the term to describe techn ologies that
mimic existing activities or experiences. Copying things that already exist
makes new things feel familiar and helps people get comfortable with them.
The internet was skeuomorphic in the 1990s.
The Internet's Native Renaissance
- Early digital design relied on skeuomorphism, using familiar physical metaphors like trash cans and bookshelves to help users adapt to new computer interfaces.
- The 1990s internet, known as the 'read era,' functioned primarily as a one-way publishing system consisting of digital brochures and catalogs.
- Following the dot-com bubble burst in 2000, mainstream consensus was skeptical of the internet's future, with many users questioning the need for high-speed broadband.
- A shift toward 'internet-native' design in the mid-2000s introduced dynamic, interoperable services like blogging and social networking.
- The transition to a two-way system empowered ordinary people to write to and publish on the web as easily as they could read it.
Most people logged on via dial-up modems—slow landline connections that plunked and plodded along at speeds people today would regard as excruciating.
ok like
familiar objects, like a wood-grained bookshelf as decoration in a reading
app or a trash can icon to represent deleted files. Skeuomor phic design
made it easier for people to adapt to interactions with computer screens.
Now people in the tech industry use the term to describe techn ologies that
mimic existing activities or experiences. Copying things that already exist
makes new things feel familiar and helps people get comfortable with them.
The internet was skeuomorphic in the 1990s. At the time, it mostly
consisted of digital adaptations of pre-internet things: websites imitating
brochures and catalogs, email as an extension of letter writing, and
shopping reminiscent of mail-o rder commerce. People called this the read
era because, although people could send emails, submit data, and buy
things, informat ion typically flowed one way: from website to user. The
analogy is to a read-only digital file, which can be opened and viewed but
not edited. Website making was a specialized skill back then, and most
activities didn’ t involve publishing to wider audiences.
It’s hard to picture this now, but the internet of the 1990s and early
2000s was nothing like the alwa ys-on, high-speed mobile internet of today .
People would sit in front of a bulky desktop PC and “log on” only
intermittently , usually to check email, plan travel, or browse the web.
Images loaded slowly , and video streaming, when it worked at all, was
janky . Most people logged on via dial-up modems—slow landline
connections that plunked and plodded along at speeds people today would
regard as excruciating.
Even at the height of dot-com mania, enthusiasm for the intern et went
only so far. Just before the excitement peaked in March 2000, the National
Academy of Engineering placed the internet thirteenth on its list of greatest
engineering achievements of the twentieth century . The invention ranked
below radio and telephones (sixth), air-conditioning and refrigeration
(tenth), and space exploration (twelfth).
Then—pop!—the bubble burst. Stocks tanked across the board. In
2001, Amazon’ s share price hit an all-time low. The retailer ’s market cap
reached a nadir of $2.2 billion (less than half a percent of what it is today).
When the Pew Research Center , a prominent polling firm, asked Americans
in October 2002 if they would adopt broadband, the majority said no.
People mostly used the internet for email and web “surfing.” Did it really
need to be faster? The mainstream consensus was that the internet was cool,
sure, but it had limited uses and probably wasn’ t a good place to build a
livelihood. The market crash proved that.
Yet the internet was on the cusp of a renaissance—even as the industry
smoldered, a small but growing movement was coalescing.
By the mid-2000s, technologists were beginning to explore internet-
native product designs. If “skeuomorphic” means more of the same, then
“native” indicate s novelty . New services were cropping up that would take
advantage of the internet’ s uniqu e capabilities, rather than merely retreading
paths beaten by offline analogs. Key trends included blogging, social
networking, online dating, public résumé building, and photo sharing.
Technical innov ations like APIs allowed seamless integratio ns between
internet service s. Websites became interoperable. They also became
dynamic, able to refresh automatically . “Mash-ups” of applications and data
were suddenly everywhere. The web had become fluid.
Richard MacMa nus put it best in the first post on his early , influential
tech blog, ReadW riteW eb, in April 2003. “The web was never just supposed
to be a one-way publishing system, but the first decade of the web has been
dominated by a tool which has been read-only—the web browser ,” he
wrote. “The goal now is to convert the web into a two-w ay system.
Ordinary people should be able to write to the web, just as easily as they
can browse and read it.
The Read-Write Era
- Web 2.0 transformed the internet from a passive, read-only medium into a two-way system where ordinary users could publish content as easily as they consumed it.
- The era marked a shift toward corporate network models, where a central authority maintains complete control over services, access, and financial flows.
- Unlike open protocols, centralized corporate networks allowed developers to iterate quickly and secure venture capital by promising the ownership of a network.
- Early successes like eBay demonstrated that network-effect businesses were often more profitable and scalable than inventory-based models like Amazon's initial structure.
- The rise of YouTube illustrated the victory of social video networks over open protocols, enabling anyone with an internet connection to broadcast to the world.
Users, software developers, and other participants are pushed to the network’s edges, where they are subject to the central corporation’s whims.
ly everywhere. The web had become fluid.
Richard MacMa nus put it best in the first post on his early , influential
tech blog, ReadW riteW eb, in April 2003. “The web was never just supposed
to be a one-way publishing system, but the first decade of the web has been
dominated by a tool which has been read-only—the web browser ,” he
wrote. “The goal now is to convert the web into a two-w ay system.
Ordinary people should be able to write to the web, just as easily as they
can browse and read it.”
That the internet could be more than a read-only medium inspired and
invigorated a new generation of builders and users. That this reimagination
of the internet could allow anyone to easily create content and put it in front
of large audiences—not only to take in information, but to broadcast it—
opened whole new fields of possibilities. And so the web would begin its
next phase, enabling people to consume and publish, freely, and at
unprecedented scale: activities that had no precursor in the pre-internet
world.
The read-write era, also known as Web 2.0, had arrived.
The Rise of Corporate Networks
The read-write era also marked a shift in network design. Some
technologists stuck to the open protocol network architecture, building new
protocols and, on top of that, apps. But the developers who would be most
successful pursued a dif ferent tack: the corporate network model.
Corporate networks have a simple structure. In the middle, a company
controls centralized services that power the network. This company has
complete control. It can rewrite its terms of service, determi ne who has
access, and redirect how money flows, at any time, for any reason.
Corporate netwo rks are centralized because there is ultimately one person,
usually the chief executive of ficer, who makes all the rules.
Users, software developers, and other participants are pushed to the
network’ s edges, where they are subject to the central corporation’ s whims.
The corporate network model allowed a new generation of builders to
move faster . Developers could quickly ship features and iterate, instead of
waiting to coordinate with standards groups and other stakeholders. They
could create advanced, interactive experiences by centralizi ng services
inside data centers. And crucially , because the prize of owning a network
was irresistible to venture capital investors, they could raise capital to invest
in growth.
In the 1990s, internet startups ran many experiments, but by the 2000s it
became clear that the best business models involved owning a network.
eBay showed the way. Founded in 1995 as AuctionW eb, the company
quickly became a stock market darling, and people considered it a case
study for how valuable networks could be. The company was more
profitable than Amazon, its main competitor , and most people believed it
had a better business model. eBay had a strong network effect and didn’ t
hold inventory , reducing its costs. Amazon had a weaker networ k effect and
held inventory , resulting in higher costs. The success of eBay , along with
other network-ef fect-harnessing businesses, like PayPal (which eBay
bought in 2002 and would spin out thirteen years later), kicked off a wave
of venture capital funding for startups trying to create networks.
YouTube’s story illustrates the rise of corporate networks. In the mid-
2000s, broadband home internet started going mainstream as infrastructure
improved and costs fell. High-quality video streaming became practical for
ordinary users. Entrepreneurs took notice and started building internet video
startups. Some of these startups enabled existing video providers, like TV
networks, to stream online. Others supported open protocols, like Media
RSS and RSS-TV , which were multimedia extensions of RSS. Still others
built their own corporate networks around “social video,” making it easy
for anyone with an internet connection to publish videos.
YouTube champ ioned this last approach.
The Hook and the Network
- Early video startups evolved from supporting existing media providers to building centralized social video platforms like YouTube.
- The 'come for the tool, stay for the network' strategy attracts users with a free utility before transitioning them into a platform-specific network.
- YouTube and Instagram both used free, high-quality tools to solve expensive problems for creators, eventually making cross-platform sharing obsolete.
- Corporate networks have a significant advantage over open protocols because they can subsidize massive infrastructure costs in exchange for eventual network ownership.
- Google's acquisition of YouTube provided the necessary financial war chest and legal protection to transform a costly tool into a massive economic asset.
The treasuries of donation-based projects pale in comparison to the war chests of Big Tech giants.
streaming became practical for
ordinary users. Entrepreneurs took notice and started building internet video
startups. Some of these startups enabled existing video providers, like TV
networks, to stream online. Others supported open protocols, like Media
RSS and RSS-TV , which were multimedia extensions of RSS. Still others
built their own corporate networks around “social video,” making it easy
for anyone with an internet connection to publish videos.
YouTube champ ioned this last approach. The service started as a video-
dating site before expanding its focus to video broadly . YouTube’s first hit
feature enabled users to embed videos in their own websites. At the time,
YouTube’s webs ite had a small audience. To the extent video creators had
followings, it was usually on their own websites. Hosting video was
expensive and complex, and YouTube made it free and easy .
YouTube’s video-embedding product is an example of a tactic I call
“come for the tool, stay for the network.” The idea is to attract users with a
tool that piggybacks on existi ng networks, like the websites of video
creators, and then to entice those users to participate in anoth er network,
like YouTube’s website and app. The tool helps a service reach a critical
mass, at which point network effects can kick in. Over time, the alternative
network becomes more valuable than the preexisting networks—and harder
for competitors to replicate. The tool might get better as the company adds
features, but the value of the network increases much more rapidly , at a
compounding rate. Today , many services host videos for free, but YouTube
stays ahead because the service has such a large audience—whi ch is to say,
a large network. The tool is the hook, but the network is what creates long-
term value for users and the company .
Fledgling corporate networks regularly employ this tactic. Instagram’ s
initial hook was a free photo-filtering tool. Other apps offered photo filters
at the time, but most of them cost money . Instagram made it easy to share
touched-up photos on existing networks, like Facebook and Twitter , while
simultaneously sharing them on Instagram’ s network. Eventually , people
stopped bothering to share photos anywhere but on Instagram.
YouTube demonstrated the power of this strategy . The service drew in
content creator s by subsidizing the storage and bandwidth costs of
streaming video . Any videos could be uploaded to YouTube and played on
any other website for free. The company reasoned that the upside to
controlling the network for internet video distribution would exceed the
cost of providing a video-embedding tool.
Still, YouTube needed someone to foot the bills. Running a business
hosting so many videos was an expensive proposition, and raising outside
funding wasn’ t a surefire solution. Venture capital was a much smaller
industry in the mid-2000s, and it was suffering from the afteref fects of the
dot-com crash. As users upload ed copyright-infringing material, YouTube
also faced existential legal challenges. So, in 2006, YouTube sold to
Google, a business flush with ad money whose vision ary founders
recognized the network’ s potent ial as well as its syner gy with their existing
business. The bet paid off. Today, YouTube contributes more than $160
billion to Google’ s market cap, according to various Wall Street analyst
estimates.
Subsidization helps explain why protocol networks have so much
difficulty competing with corporate networks. Services tied to a
community-supported network, like RSS, have no source of financing that
can subsidize hosting costs to the extent that company-supported networks
can. The treasur ies of donation-based projects pale in comparison to the war
chests of Big Tech giants. Giving away the tool makes financial sense only
when the company doing the subsidizing—not the community—will own
the ultimate prize: the network.
The Corporate Frenemy Cycle
- Protocol networks struggle to compete with corporate giants because they lack the massive financial subsidies and war chests required to host and scale global services.
- While traditional competitors offer substitute products, corporate platforms and their content creators act as complements that reinforce each other's value.
- Complements exist in a state of constant tension, often engaging in zero-sum battles to capture the largest portion of a customer's total spending.
- Network effects create a paradox where platforms need third-party developers to grow but eventually feel compelled to stifle them to reclaim revenue.
- The history of Big Tech, such as Microsoft in the 1990s, illustrates how platforms strategically move against their own most successful partners.
Indeed, some of the most ferocious competition in business occurs between bedfellows.
in why protocol networks have so much
difficulty competing with corporate networks. Services tied to a
community-supported network, like RSS, have no source of financing that
can subsidize hosting costs to the extent that company-supported networks
can. The treasur ies of donation-based projects pale in comparison to the war
chests of Big Tech giants. Giving away the tool makes financial sense only
when the company doing the subsidizing—not the community—will own
the ultimate prize: the network.
The Problem with Corporate Networks: The Attract-Extract
Cycle
If you ask people to name a specific example of corporate competition, they
will likely cite a rivalry between makers of similar products: Coke versus
Pepsi. Nike versus Adidas. Mac versus PC. Products that are essentially
interchangeable are, in business lingo, called substitutes.
Competition between substitutes is straightforward. A meal at either
McDonald’ s or Burger King will (probably) satisfy a person’ s appetite, and
you wouldn’ t expect a typical customer to visit both restauran ts during a
lunchtime rush. Similarly , someone might buy a pickup truck from Ford or
GM, but that same person probably won’ t splur ge on both at once. If a
customer is going to buy a single product, businesses fight to make sure it’s
their own.
Products that are bundled or used together are, in contrast, called
complements. Coffee and cream are complements. So are spaghetti and
meatballs, cars and gasoline, and computers and software. Social networks
and content creators, like YouTube and MrBeast, the host of one of
YouTube’s most popular channels, are complements too. The pairings
reinforce the value of the parts: what’ s a hot dog without its bun, or an
iPhone without apps?
One might expect such couplings to be the best of friends, but
complements are, in fact, the greatest of frenemies. If customers are willing
to pay no more than a fixed amount for a given bundle, complements will
fight to claim the greatest share of sales from that bundle. The battles
between complements can be brutal, zero-sum affairs. Indeed, some of the
most ferocious competition in business occurs between bedfellows.
Imagine a hypothetical clash between food truck suppliers, for instance.
If a customer is willing to pay $5 for a hot dog, savvy sausage makers will
maneuver to capture more of the $5 that might otherwise go to the bun
baker next door. Perhaps the butchers will buy bread wholesale and
underprice the competition by pairing cheaper buns, gratis, with wieners. Or
maybe they’ll market trendy ways of eating hot dogs sans buns, as in
organic, gluten-free wurst. Irate bakers might, in retaliation, raise livestock
and flood the market with meat to lower the price of a sausag e relative to
bread. Or mayb e they will intro duce vegan franks to cut the butchers out
entirely .
These example s are silly, but the point is more value for one
complement means less value for the other . Both sides will jockey to get
ahead as they seek to grow the market for hot dogs in what can be described
only as a, yes, dog-eat-dog world.
Network effects complicate the competition between corporate network
complements by setting up incentives that are in conflict. On the one hand,
a corporate network’ s complem ents help grow the network and strengthen
its network effect. On the other hand, a corporate network’ s complements
can siphon away revenue that might otherwise have gone to the network
owner . The tension between these goals almost always causes the
relationship between corporate networks and their complements to snap.
In the 1990s, Microsoft provi ded a high-profile demonstration of this
when it made strategic moves against complements of its operating system,
Windows. Microsoft wanted third-party application developers to build on
Windows, but it didn’ t want individual applications to get too popular .
Corporate Platform Extraction
- Platform owners prioritize a fragmented ecosystem of complements to maximize their own value and minimize the bargaining power of third parties.
- Microsoft established a precedent for this by bundling free native apps to undermine successful third-party developers on the Windows operating system.
- Social networks frequently use a 'bait and switch' strategy by decreasing organic reach once creators have become economically dependent on the platform.
- This tactic forces creators and advertisers to purchase sponsored content to reach the audiences they previously built for free.
- The trend of squeezing complements is a logical outcome of profit optimization that ensures the survival of the platform owner.
The tension between these goals almost always causes the relationship between corporate networks and their complements to snap.
ts
can siphon away revenue that might otherwise have gone to the network
owner . The tension between these goals almost always causes the
relationship between corporate networks and their complements to snap.
In the 1990s, Microsoft provi ded a high-profile demonstration of this
when it made strategic moves against complements of its operating system,
Windows. Microsoft wanted third-party application developers to build on
Windows, but it didn’ t want individual applications to get too popular .
When an app started doing well, Microsoft would bundle a free version
with Windows, as it did with its Microsoft-branded media player , email
client, or, most famously , interne t browser . Most of the third-par ty apps that
survived these attacks were too small for Microsoft to care about. From a
profit maximization perspective, the best outcome for a platform like
Windows would be to have lots of smaller complements with weak,
fragmented power , but for the sum of those complements to make the
platform more valuable as a whole. (Microsoft’ s compleme nt-crushing
strategy was a major reason why the U.S. Department of Justice accused the
company of antitrust violations in 1998.)
Social networks also have a history of conflict with their primary
complements, content creators. Consider modern ad-based social networks
that seek to maximize profits. Most social networks have high fixed costs
covering software development and infrastructure. The marginal costs are
low: adding more servers and bandwidth generates more revenue than it
costs. For the most part, raising profits boils down to raising revenue.
Simple as that.
Social networks can maximize revenue in one of two ways. The first is
to grow the network. The most effective way to do this is to create a
positive feedback loop where more content leads to more users, and more
users leads to more content. It’s a virtuous cycle. If people spend more time
on the network, the company can make more advertising revenue.
The second way for a social network to maximize revenue is through
promoted content. Social feeds generally consist of two kinds of content:
organic and promoted. Organic content shows up in users’ feeds through the
usual algorithmic processes. Promoted content appears because creators
have paid to feature it. Social networks can juice revenues by getting more
content creators to pay up. The networks can charge more per promotion,
and they can also pad users’ feeds with more sponsored content . The risk is
that at some point the strategy could degrade the user experience and
exceed people’ s tolerance for ads.
A comm on tactic social networks use to get content creators to promote
more content is to let creators achieve a certain scale of audience, and then
to adjust the algorithm so the creators no longer receive the same levels of
attention organically . In other words, once creators are generating
meaningful revenue and have become economically dependent on the
network, the network owners dampen the creators’ reach so they are forced
to buy sponsore d posts to maintain or grow their audience. This makes
growing one’s audience increasingly expensive over time. Content creators
call the move a bait and switch , and if you talk to them, you’ll hear the
complaint regularly .
Companies face the same problem. If you read the regulatory filings of
public companies that advertis e on social networks, you’ll see that the
marketing costs for most are rising. Social networks are very good at
extracting maximum profits from their most important complements:
content creators (including advertisers). This doesn’ t mean the bait and
switch is a nefarious conspiracy by corporate management. It just means
that corporate networks will end up behaving this way if they are smart
about profit optimization. Why is the pattern so consistent and enduring?
Because only the networks that are smart about profit optimization survive.
The Death of Open Networks
- Social networks prioritize profit optimization, leading them to extract value from the creators and advertisers who were initially encouraged to join.
- Platforms frequently use a bait and switch tactic, inviting third-party developers to build apps and then later cutting them off or acquiring them to eliminate competition.
- The transition from open to closed ecosystems began in earnest around 2010 as major players like Facebook and Google engaged in what was termed data protectionism.
- The author shares a personal lesson from his startup, Hunch, which had to be sold partly because the open data it relied on from Twitter was becoming unavailable.
- The predatory behavior of platforms is compared to the Greek Titan Cronos, who consumed his own children to prevent them from eventually challenging his power.
Twitter was acting, Stone added, like “the mythological Greek Titan Cronos, [who] began eating each of his children as they were born.”
ing costs for most are rising. Social networks are very good at
extracting maximum profits from their most important complements:
content creators (including advertisers). This doesn’ t mean the bait and
switch is a nefarious conspiracy by corporate management. It just means
that corporate networks will end up behaving this way if they are smart
about profit optimization. Why is the pattern so consistent and enduring?
Because only the networks that are smart about profit optimization survive.
Independent or third-party software developers are the other important
category of social network complements. Developers are valuable to
networks becau se they outsource the production of new software. Social
networks often encourage the growth of third-party apps at first. Later the
networks identify the apps as a competitive risk and cut them off, just as
Facebook once did to Vine and others.
Corporate netwo rks that don’t crush complements will often copy or,
sometimes, acquire them. Whe n Twitter released its first iPhone app in
2010, it put out a rebranded versio n of Tweetie, a third-party app it had
acquired that year. Soon after, Twitter deprecated features available to other
third-party apps, including a variety of feed readers, dashboards, and filters.
Developers felt betrayed. Andrew Stone, the founder of one affected app,
Twittelator , told The Verge in 2012, “What ever perceived gains that might
be achie ved by eliminating the third parties should be weighed against the
lingering public perception that Twitter got greedy .”
Twitter was acting, Stone adde d, like “the mythological Greek Titan
Cronos, [who] began eating each of his children as they were born.”
Building startups on top of social networks was widespread in the
second half of the 2000s, before the reversal. Conventional wisdom among
startups held that besides mobil e phones social networks were the next big
platform for entrepreneurs. Many of the hottest startups at the time, such as
RockY ou (ad network), Slide (social app maker), StockT wits (stock market
tracker), and UberMedia (another social app maker), were built on top of
social networks. Many founder friends of mine were building startups and
applications on top of Faceboo k, Twitter , and other social networks back
then. Even Netflix introduc ed an API in 2008 to encourage third-party
development, until shutting it down six years later .
Building on Twitter was particularly popular . People considere d it the
most open of the corporate networks—that is, until the company changed
its policies and killed its developer ecosystem. I worried at the time about
startups depending too much on Twitter , a concern I expressed in a 2009
blog post, “The Inevitable Showdown Between Twitter and Twitter Apps.”
I should have heeded my own advice. My second startup, Hunch, an
artificial intellig ence company I co-founded in 2008, depended on Twitter ’s
API. Hunch learned users’ interests and offered product recommendations
based on Twitte r data. My co-founders and I sold the company to eBay in
2011, partly because so much of the open data we depended on was
becoming unavailable. (eBay had its own data it could feed into our
machine learning tech.)
The transition from open social networks to the closed versions people
are familiar with today dates to 2010. One tell, as I noted at the time:
Google started warning users who attempted to export their Google
Contacts to Facebook, “Hold on a second. Are you super sure you want to
import your contact information for your friends into a service that won’ t let
you get it out?” At the time Facebook let users download their personal
information—photos, profile info, and so on—but only as an unwieldy .zip
file. Facebook made no easy-to-use, interoperable API available. The
company was clamping down on its social graph, preventing anyone from
easily downloading friend lists. Google blasted Facebook’ s policy as “data
protectionism.
The Trap of Platform Risk
- Corporate networks transitioned from open interoperability to 'data protectionism,' trapping user data to prevent competition and protect their social graphs.
- The concept of 'platform risk' emerged as a deterrent for developers and investors, as platforms began to limit or cannibalize the third-party apps built on their foundations.
- Closed networks struggle to solve systemic issues like spam because they lack the external 'cavalry' of innovators who historically supported open protocols like email.
- The life cycle of a corporate network follows an S-curve, moving from a friendly recruitment phase to a hostile, zero-sum relationship with its own developers as growth slows.
- Using Metcalfe's Law, the text illustrates why dominant networks eventually refuse to interoperate, as the relative value gain decreases as they grow larger.
Building on a corporate network was like building on a broken foundation.
on a second. Are you super sure you want to
import your contact information for your friends into a service that won’ t let
you get it out?” At the time Facebook let users download their personal
information—photos, profile info, and so on—but only as an unwieldy .zip
file. Facebook made no easy-to-use, interoperable API available. The
company was clamping down on its social graph, preventing anyone from
easily downloading friend lists. Google blasted Facebook’ s policy as “data
protectionism.”
As corporate networks clenched their fists, venture capital funding for
applications built on top of social platforms dried up. If these networks
wouldn’ t let anyone building on top get too big, then why invest there? It
was very different from the era of protocol networks, like the web and
email, when everyone trusted the networks to remain accessible and rent-
free in perpetuity and understood that they could get as big as a market
allowed. The arrival of corporate networks ended those implicit promises.
Building on a corporate network was like building on a broken foundation.
The term of art to describe this hazard of the new era: platform risk.
Without third-party developers, corporate networks must rely solely on
their own employees for new product development. Look no further than
Twitter to see the consequences of misaligned network incentives in action.
More than seventeen years after its founding, Twitter is still wrestling with
nasty spam problems. Bill Joy, the co-founder of Sun Microsystems, once
famously observ ed that no matte r who you are, most of the smartest people
work for someon e else. When email had a spam problem, smart people who
worked for someone else (or often for themselves) came to the rescue. No
cavalry would come for Twitter . Platform risk scared everyone away .
Almost all new technologies follow an “S-curve,” a growth-over -time
chart that resembles the letter S. The curve starts out flat in the first phase,
as a technology’ s developers search for a market and find early adopters. As
the builders find product-mark et fit, the curve begins to tilt up quickly ,
reflecting mains tream uptake. The curve then flattens again as the product
saturates the market.
Network adoption tends to follow an S-curve. As networks climb the
curve, the relationship between corporate networks and their complements
unfolds in a predictable pattern. The engagement starts out friendly .
Networks do everything they can to recruit complements like software
developers and content creators to make their services more compelling.
The network effects are weak at this early stage. Users and complements
have many choices, and they’re not locked in yet. The perks are flowing,
people are happy , everything’ s kumbaya.
Then the relationship sours. As the network moves up the S-curve, the
platform begins to wield more power over users and third parties. Network
effects strengthen, but growth slows. The relationship between the platform
and its complem ents turns hostile. Positive sum becomes zero-sum. To keep
profits coming, platforms start capturing more of the money that flows
through the network. This is what happened when Facebook strangled Vine
and other apps, and when Twitter swallowed its third party offspring whole.
Platforms eventually cannibalize their complements.
An example helps explain why bigger networks often stop
interoperating. Suppose you have two networks, a smaller one with ten
nodes, A, and a larger one with twenty nodes, B. If the two networks
interoperate, they will both have thirty nodes. There are different ways to
approximate the value of a network. Let’s use Metcalfe’ s law, which you
may recall states that the value of a network varies with the square of the
number of nodes. When interoperating, A’s value vaults to nine hundred
(thirty nodes squared) from one hundred (ten nodes squared). B gains less.
The Attract-Extract Cycle
- Metcalfe's Law illustrates that smaller networks gain significantly more value from interoperating than larger ones, creating a natural disincentive for dominant platforms to cooperate.
- The 'attract-extract cycle' describes a pattern where platforms initially foster cooperation to grow, only to pivot toward competition once they achieve maximum leverage.
- Facebook's severed partnership with Zynga serves as a primary example of a platform dismantling a successful partner to protect its own revenue and prevent potential competition.
- Entrepreneurs and developers are increasingly wary of building on corporate networks because the inherent logic of the model leads to a 'bait-and-switch' strategy.
- In contrast to closed corporate platforms, open protocols like email and the web continue to drive massive innovation because they remain community-owned and predictable.
- The systemic misalignment between a corporate network's interests and its participants ultimately stifles global innovation and results in a poorer user experience.
The moment a platform has maximum leverage is the same moment it makes sense to do an about-face.
ating. Suppose you have two networks, a smaller one with ten
nodes, A, and a larger one with twenty nodes, B. If the two networks
interoperate, they will both have thirty nodes. There are different ways to
approximate the value of a network. Let’s use Metcalfe’ s law, which you
may recall states that the value of a network varies with the square of the
number of nodes. When interoperating, A’s value vaults to nine hundred
(thirty nodes squared) from one hundred (ten nodes squared). B gains less.
It also reaches a value of nine hundred (thirty nodes squared) but from a
base of four hundred (twenty nodes squared). So A becomes 9 times as
valuable, while B becomes only 2.25 times as valuable. A gets a much
better deal.
This is a simple example, but it shows why, as a network grows , adding
complements and interoperating with other networks become less attractive.
The moment a platform has maximum leverage is the same moment it
makes sense to do an about-face. Bigger networks have less to gain and
more to lose by interoperating. Why boost potential competitors?
Facebook’ s fraught relationship with a once-close partner , the game
maker Zynga, demonstrates these concerns. For years after its founding in
2007, Zynga was the social network’ s biggest sensation. Hits like Zynga
Poker , Mafia Wars, and Words with Friends attracted tens of millions of
players. Alluding to Zynga’ s first major breakout game, FarmV ille, in a
2011 post for New York magazine, one writer describe d the company’ s
popularity thus: “Pretty much anybody who has been on Facebook long
enough, which these days is almost everybody , has at some point received a
request to adopt a cow .”
For Zynga, virtual cows were a cash cow. By 2012, the company had
grown to account for double-digit percentages of Facebook’ s revenue,
including by selling users digital livestock. Wall Street analysts called out
Zynga’ s outsize d contribution to Facebook’ s top line as a significant risk.
The game make r could lure people away to a gaming platform of its own,
after all. So Facebook divers ified its revenue and ripped up its partnership
with Zynga, nearly killing the company . (Zynga later restarted its business
after a years-lon g turnaround effort and, in 2022, another gaming company ,
Take-T wo Interactive, bought it for $12.7 billion.)
The lesson: big networks can gain from interoperating under the right
circumstances, but rivals may gain more. The trade-of f favors cooperation
early and competition later .
I call this the attract-extract cycle. Corporate networks obey its logic
without fail. For complements, the transition from cooperation to
competition feels like betrayal. Over time, the best entrepreneurs,
developers, and investors beco me wary of building on top of corporate
networks. Deca des of evidence show that doing so will end in
disappointment. It’s impossible to quantify how much innovation this has
cost the world. The closest window into the alternative universe where
corporate networks remain community owned is to look at the
entrepreneurial activity that continues to build on email and the web, which
remains conside rable even after all these decades. Every year, entrepreneurs
create millions of websites and newsletters alongside new software
companies, media enterprises, small business e-commerce sites, and more.
Some startup founders and investors, feeling burned, have turned away
from the corporate network model—myself included. I know many well-
intentioned peop le who work for corporate networks. The problem is not
the peop le. It’s the model. The interests of the company and network
participants are simply misalign ed, resulting in a worse experi ence for the
user. A corporat e network that doesn’ t run the bait-and-switch strategy will
be squashed by competitors that do.
Opacity is another downside of corporate networks.
The Corporate Network Dilemma
- Corporate networks face a fundamental misalignment where company profit motives eventually degrade the user experience.
- Decisions regarding algorithmic rankings and deplatforming are often managed in black boxes, causing significant user frustration.
- Protocol networks like email offer transparent, democratic governance that puts power and stakeholdership into the hands of the community.
- While corporate platforms provided the features and funding to scale the web to billions, they often trap users in an attract-extract cycle.
- Newer protocol-based architectures struggle to survive because the corporate model has become too effective at colonizing new competition.
Corporate networks colonize and overtake new protocol networks like kudzu.
nd investors, feeling burned, have turned away
from the corporate network model—myself included. I know many well-
intentioned peop le who work for corporate networks. The problem is not
the peop le. It’s the model. The interests of the company and network
participants are simply misalign ed, resulting in a worse experi ence for the
user. A corporat e network that doesn’ t run the bait-and-switch strategy will
be squashed by competitors that do.
Opacity is another downside of corporate networks. People lose trust
when functions like algorithmic rankings, spam filtering, deplatforming,
and other decisions are manage d inside a black box by for-profit entities.
Not sure why your account got suspended? Or why your app was rejected
from an app store? Or why you no longer seem to have as much social clout
as you once did? Corporate networks have become critical tools affecting
people’ s lives, and they are constant subjects of debate and frustration.
Management might change, sometimes sharing your values and other times
not. Again, the real problem is the model. Everyone is at the whim of
corporate platforms.
Compare this with the transpare ncy of protocol networks. Email and the
web are governed by a coalition of entities that enforces laws, as well as
communities of users and software developers that make technology
decisions. Both processes are open and democratic. Client software is free
to add moderati on and filtering. If users don’t like the way the software
works, they can switch to new software without losing their connections.
The power is in the hands of the community . Expanding stakeholdership
builds trust.
On the bright side, corporate networks like Facebook, Twitter ,
LinkedIn, and YouTube played a significant role in helping to grow the
internet over the last twenty years. The iPhone’ s introduction in 2007, and
the App Store’ s debut a year later, led to a wave of useful networks that
included WhatsApp, Snap, Tinder , Instagram, and Venmo. These corporate
networks helped bring advanced services to five billion internet users. They
enabled anyone with internet access to become a publisher , build an
audience, and potentially make a living. Corporate networks drastically
lowered the barrier to entry for people to reach broad audiences in ways that
were less specialized and labor -intensive than website making and much
more effective than using email alone. In this way, corporate networks
improved upon protocol network s. The web’ s second era helped achieve the
dream of the technologists in the early 2000s to upgrade the internet from
“read-only” to “read-write.”
Corporate networks beat protocol networks because of superior features
and sustainable funding. Only email and the web, legacies of the early
internet, have resisted the centra lizing forces of corporate networks, thanks
to their unique history , longevity , and entrenched customs—an instance of
the “Lindy effect,” where the longer something has been around, the likelier
it is to stick around. (Although there is always the possibilit y that even
these protocol networks could get subsumed by corporate networks, even if
it’s hard to imagine.)
More recent protocol networks enjoy no such resiliency . No credible
protocol network, after thirty years of attempts, has succeeded beyond niche
adoption. Newer protocol networks are a rarity , and those that technologists
do create invariably struggle to gain traction. Corporate networks colonize
and overtake new protocol networks like kudzu. Successful networks
succumb to the inescapable, profit-driven logic of the attract-extract cycle
—just as happened in the case of Twitter versus RSS and so many other
examples. The corporate model has simply become too ef fective.
But software is a creative medium with boundless room for exploration,
and the internet is still early in its development. New network architectures
can address the problems created by corporate networks.
The Platform-App Loop
- Corporate networks eventually succumb to an attract-extract cycle that prioritizes profit-driven logic over the needs of creators and builders.
- Blockchains represent a new network architecture that automates the center of a business model rather than the workers at the periphery.
- The rapid advancement of computing is fueled by Moore's Law, which allows for exponential increases in hardware power and transistor density.
- Economic growth in technology is driven by a feedback loop where applications make platforms more valuable, leading to further reinvestment in the platform.
- This compounding cycle of improvement applies to both corporate-owned platforms like Windows and community-owned protocols like the web.
Instead of putting the taxi driver out of a job, blockchain puts Uber out of a job and lets the taxi drivers work with the customer directly.
networks colonize
and overtake new protocol networks like kudzu. Successful networks
succumb to the inescapable, profit-driven logic of the attract-extract cycle
—just as happened in the case of Twitter versus RSS and so many other
examples. The corporate model has simply become too ef fective.
But software is a creative medium with boundless room for exploration,
and the internet is still early in its development. New network architectures
can address the problems created by corporate networks. Specifically ,
networks built on blockchains can combine the best featur es of prior
networks, benef iting builders, creators, and consumers and ushering in a
third era of the internet.
OceanofPDF .com
OceanofPDF .com
4. Blockchains
Whereas most technologies tend to automate workers on the periphery doing menial
tasks, blockchains automate away the center. Instead of putting the taxi driver out of a job,
blockchain puts Uber out of a job and lets the taxi drivers work with the customer directly.
—Vitalik Buterin
Why Computers Are Special: The Platform-App Feedback Loop
In the 1989 sequel to Back to the Futur e, the main character travels from
1989 to 2015. Flying cars zip across skyways, but people still use phone
booths. Smartphones don’ t exist.
This is common in pre-internet science fiction: almost no stories foresee
the fantastic success of compute rs and the internet. Why do storytellers so
consistently get this wrong? Why do portable interne t-connected
supercomputers arrive, in reality , before flying cars? Why do computers and
the internet improve so much faster than everything else?
The explanation is partly technological. The laws of physics allow us to
shrink transistors, the smallest unit of computing machinery , and therefore
pack more computing power into smaller volumes. The rate that describes
this process is known as Moore’ s law, named after Gordon Moore, a
founder of the chip company Intel. Moore’ s law states that the number of
transistors that can fit on chips roughly doubles every two years. History
proves the rule: a modern iPhone has more than 15 billion transistors,
compared with a 1993 desktop PC, which has only about 3.5 million. Very
few technologies experience more than a thousand times improvements like
this. The physical constraints in other engineering fields are harder to
overcome.
The remainder of the explanation is that an economic phenomenon is
also at work: a reciprocal relationship between applications, or apps, and
the platforms that underpin them. The iPhone today contains many more
transistors and other componen ts than the original iPhone, but it also has
many more apps. Those apps are far more useful and advanced than the
earliest available apps. New apps help sell more phones, which leads to
increased reinve stment in phones and, in turn, back into apps. This is the
platform-app feedback loop. Platforms, like the iPhone, enable new
applications. New apps make platforms more valuable. The back-and-forth
creates a positive feedback loop of compounding improvements.
Technological advances and platform-app feedback loops make
computers faster , smaller , cheap er, and more feature rich. These forces recur
throughout the history of computing. Entrepreneurs created word
processors, graphic design programs, and spreadsheets for PCs. Developers
put search engines, e-commerce, and social networking on the internet.
Builders brought messaging, photo sharing, and on-demand delivery
services to mobile phones. In each case, investment alternated between
platforms and apps, creating rapid, multiyear growth.
The platform-app feedback loop applies to both community-owned and
corporate-owned platforms. Protocols like the web and email benefited
from the feedback loop, as did the open-source operating system Linux. On
the corporate side, Microsoft benefited from similar loops in the 1990s as
developers built apps for Windows computers.
Computing Cycles and Innovation Paths
- The platform-app feedback loop creates growth cycles by alternating investment between infrastructure and applications across both corporate and community platforms.
- Historical data suggests computing cycles occur every ten to fifteen years, driven by Moore's law and the time required for research to mature.
- AI and new hardware devices are current consensus bets for the next cycle, whereas blockchains remain a non-consensus bet dismissed by much of the establishment.
- New technologies emerge either 'inside out' from established institutions with high capital or 'outside in' from independent developer communities.
Together these trends combined to bring us the magical handheld supercomputers that are ubiquitous today yet which most science fiction failed to imagine.
ging, photo sharing, and on-demand delivery
services to mobile phones. In each case, investment alternated between
platforms and apps, creating rapid, multiyear growth.
The platform-app feedback loop applies to both community-owned and
corporate-owned platforms. Protocols like the web and email benefited
from the feedback loop, as did the open-source operating system Linux. On
the corporate side, Microsoft benefited from similar loops in the 1990s as
developers built apps for Windows computers. App developers are doing
the same for Apple’ s and Google’ s mobile operating systems today .
Sometimes multiple trends conver ge and amplify one another , like
constructive interference between overlapping waves. Social networks were
a killer app for mobile phones; they helped make the devices popular .
Meanwhile, cloud computing offered flexible infrastructure that startups
could use to quickly scale up their apps, such as social networks, so they
could support billions of users. Mobile phones made everything accessible
and affordable. Together these trends combined to bring us the magical
handheld supercomputers that are ubiquitous today yet which most science
fiction failed to imagine.
Major computing cycles typicall y come along every ten to fifteen years.
Mainframes dominated in the 1950s and 1960s. Minicomputer s reigned in
the 1970s. Then came PCs in the 1980s. The internet took off in the 1990s.
And, most recently , mobile phones became ubiquitous startin g in 2007,
when the iPhon e launched. There is no rule that says this pattern needs to
continue, but there is a logic to it: Moore’ s law suggests that it takes
roughly ten to fifteen years to improve computing power by a hundred
times, and it also takes about that long for many research projects to mature.
If the ten-to-fifteen-year pattern continues, then we’re in the midst of
another cycle.
Multiple trends will drive the next cycle. Artificial intelligence is one of
them. The sophistication of AI models appears to be growing at an
exponential rate, a function of the number of parameters in their underlying
neural networks. The pace of improvement suggests that future models will
be much more powerful than already impressive ones out in the market.
Another breakout will be new hardware devices like self-driving cars and
virtual reality headsets. These devices are advancing rapidly thanks to
improvements in sensors, processors, and other components. Big companies
like Apple, Meta, and Google are making signifi cant investment s in these
areas. These are the consensus bets—the conventional picks—for what’ s
next in computing. Almost everyone agrees on their significance.
Blockchains are different. They’re a non-consensus bet. While plenty of
people recognize their potential—including me—much of the establishment
disregards them. In fact, a prevailing view in the tech industry assumes that
the only vectors of technological improvement that matter are the ones
incumbents are already focused on: bigger databases, faster processors,
larger neural networks, smaller devices. The view is myopic. It puts too
much weight on technologies originating from established institutions while
ignoring ones that come from elsewhere, from the long tail of outside
developers.
Two Paths to Adoption: “Inside Out” versus “Outside In”
New technologies follow one of two paths: “inside out” or “outside in.”
Inside-out techn ologies start inside Big Tech. They are the more obvious of
the two, coming out fully baked from inside established institutions and
getting better at the rate at which corporate employees, staff researchers,
and others on the payroll improve them. They tend to need significant
capital and formal training, which raises barriers to entry .
Most people recognize the value of inside-out technologies even before
they exist. It’s easy to imagine that internet-connected pocket-sized
supercomputers might be popu lar, as Apple proved with the iPhone.
Innovation from the Fringes
- Inside-out technologies are predictable products of institutions that require high capital and formal training.
- Outside-in technologies are hatched on the fringes by hobbyists and are often dismissed as toylike or unserious.
- Because software is an art form, groundbreaking innovations often emerge from unconventional spaces like garages and dorm rooms.
- Hobbies act as a leading indicator of future industries because they represent what smart people choose to build when unconstrained by financial goals.
- Success in outside-in tech frequently involves exponential growth that starts from humble, half-baked beginnings like the early web.
I like to say that what the smartest people do on the weekends is what everyone else will do during the week in ten years.
obvious of
the two, coming out fully baked from inside established institutions and
getting better at the rate at which corporate employees, staff researchers,
and others on the payroll improve them. They tend to need significant
capital and formal training, which raises barriers to entry .
Most people recognize the value of inside-out technologies even before
they exist. It’s easy to imagine that internet-connected pocket-sized
supercomputers might be popu lar, as Apple proved with the iPhone. It’s
also easy to imagine that people might want machines that can learn to act
intelligently and do all sorts of tasks, as university and corpor ate research
labs showed with AI. Incumbents pursue these technologies because they
see obvious potential.
Outside-in technologies arrive, in contrast, on the fringes. Hobbyists,
enthusiasts, open-source devel opers, and startup founders hatch them
outside the mainstream. The work usually involves less capital and formal
training, which helps level the playing field with insiders. A lower bar also
causes insiders to take these technologies and their proponents less
seriously .
Outside-in technologies are much harder to see coming, and they’re
routinely underestimated. Their builders work out of garages, basements,
dorm rooms, and other unconventional spaces, outside official hours. They
tinker after work, during breaks, and on weekends. They’re motivated by a
distinct philosophy and culture that can look strange to the outside world.
Other people don’t get them. The outsiders launch products half-baked,
without clear uses. Most onloo kers dismiss their technologies as toylike,
weird, unserious, expensive, or even dangerous.
Software is an art form, as you’ll remember: just as you wouldn’ t
expect all great novels or paintings to come from people at established
institutions, so you shouldn’ t expect all great software to come from them
either .
Who are the outsiders? Picture a counterculture-loving,
twentysomething Steve Jobs attending the Homebrew Computer Club, a
den of microcomputer -obsessed geeks that hosted monthly meetups in
California in the 1970s. Picture Linus Torvalds as a student at the
University of Helsinki in 1991, coding up a personal project that would
become his namesake Linux operating system. Or picture Larry Page and
Sergey Brin dropping out of Stanford and moving into a Menlo Park garage
in 1998 to turn their web-link-cataloging project, BackRub, into Google.
The value of outside-in technologies is often unclear before their
invention—and may remain so for many years afterward. The web started
out half-baked when Tim Berner s-Lee concocted it at a Swiss physics lab in
1989, but it grew exponentially as it attracted developers and entrepreneurs
who saw its potential. As my technologist friend Sep Kamvar jokes, if you
asked people at that time what they needed to make their life better , they
likely wouldn’ t have said a decentralized network of information nodes that
are linke d using hypertext. And yet, in retrospect, that’s exactly what they
needed.
Hobbies fuel future industries. Open-source software started out as a
niche anti-copyright movement before going mainstream. Social media
began as a pastime among idealistic blogging enthusiasts before the world
embraced the idea. That T-shirt- and flip-flop-wearing hobbyists spawn
large industries may seem like an amusing eccentricity of the tech industry ,
but hobbies are important for a reason. Businesspeople vote with their
dollars: they are mostly tryin g to create near-term financial returns.
Engineers vote with their time: they are mostly trying to invent interesting
new things.
Hobbies are what the smartest people spend time on when they aren’ t
constrained by near-term financial goals. I like to say that what the smartest
people do on the weekends is what everyone else will do during the week in
ten years.
Blockchains as New Computers
- The interests of hobbyists and engineers often predict future mainstream trends because they work on interesting problems without the constraint of near-term financial goals.
- Technology development oscillates between inside-out movements led by incumbents and outside-in movements driven by hackers and independent developers.
- Blockchains represent a classic outside-in technology, currently ignored or dismissed by major tech companies but championed by the open-source community.
- Satoshi Nakamoto's 2008 paper introduced the blockchain as a way to enable secure transactions through cryptographic proof rather than reliance on a trusted third party.
- Conceptually, a computer is a state machine—an abstraction defined by its ability to store information and its means to modify that information via programs.
I like to say that what the smartest people do on the weekends is what everyone else will do during the week in ten years.
ccentricity of the tech industry ,
but hobbies are important for a reason. Businesspeople vote with their
dollars: they are mostly tryin g to create near-term financial returns.
Engineers vote with their time: they are mostly trying to invent interesting
new things.
Hobbies are what the smartest people spend time on when they aren’ t
constrained by near-term financial goals. I like to say that what the smartest
people do on the weekends is what everyone else will do during the week in
ten years.
These two mode s of tech develo pment—inside out and outside in—are
often mutually reinforcing, as you can see in the combination of trends that
powered the growth of computing over the last decade. As mentioned
earlier , mobile, an inside-out technology pioneered by Apple, Google, and
others, brought computers to billions of people. Social, an outside-in
technology cobbled together by hackers like the Harvard dropout Mark
Zuckerber g, drove usage and monetization. Cloud, another inside-out
technology , spearheaded by Amazon, allowed back-end web services to
scale. The two modes can unleash powerful forces when they line up, like
nuclei fusing.
Blockchains are a classic outside-in technology . Most incumbent
technology companies are ignoring blockchains, and some of their
employees even dismiss and ridicule them. Many people neglect
blockchains because they don’t even think of them as computers. Startup
founders and independent group s of open-source developers are driving the
technology’ s development. In this way, industry outsiders are leading this
new computing movement, just as they did for the early protocol networks
like the web and open-source software like Linux.
Blockchains Are a New Kind of Computer
In a 2008 paper , Satoshi Nakamoto, a pseudonymous inventor or team of
inventors (the identity remains unknown), introduced the world’ s first
blockchain. Although he didn’ t call his invention a blockchain at the time—
he used the terms “block” and “chain” separately—the community that
formed around his ideas would eventually stick the two words together . His
paper described a new kind of digital money , Bitcoin, as “an electronic
payment system based on cryptographic proof instead of trust, allowing any
two willing parties to transact directly with each other without the need for
a trusted third party.” To remove the trusted third party , Nakamoto needed a
way for the system to run computations independently . To this end, he
described a new kind of computer , a blockchain.
Computers are an abstraction, defined by what they do rather than what
they’re made of. Originally , “computers” referred to people who perform
calculations. In the nineteenth and twentieth centuries, the word started
referring to machines that can calculate. Alan Turing, a British
mathematician, set a more rigorous founda tion in a famou s 1936 paper on
mathematical logic in which he investigated the nature and limits of
algorithms. In it, Turing defined what computer scientists would today call
a state machine, and what everyone else would simply call a computer .
A state machine consists of two parts: (1) a place to store information
and (2) a means to modify that information. Information stored is called
state, equivalent to computer memory . Sets of instructions, called programs,
specify how to take one state, an input, and produce a new state, an output. I
like to describe computing throu gh the lens of language, since more people
can read and write than can program. Imagine nouns represe nt state or
memory: things that can be manipulated. Verbs represen t code or programs:
actions that do the manipulating. As you’ll hear me repeat, anything you
can dream up, you can code, which is why I compare coding to creative
activities like fiction writing. Computers are extremely versatile in this way .
A state machine is the purest way to think about a computer .
Nakamoto’ s blockchain is not a physical computer , like a PC, laptop,
phone, or server .
Blockchains as Virtual Computers
- Blockchains are software-based virtual computers that function as state machines layered over a network of physical devices.
- These systems utilize an analogy where nouns represent state or memory and verbs represent the code that manipulates that data.
- Trust is established through mathematical guarantees involving cryptography and game theory rather than a central authority.
- Validators achieve consensus by verifying transaction signatures and randomly selecting a bundle to define the computer's next state.
- The decentralized structure is inherently resilient to manipulation because participants can detect and outvote anyone attempting to cheat.
As you’ll hear me repeat, anything you can dream up, you can code, which is why I compare coding to creative activities like fiction writing.
n can program. Imagine nouns represe nt state or
memory: things that can be manipulated. Verbs represen t code or programs:
actions that do the manipulating. As you’ll hear me repeat, anything you
can dream up, you can code, which is why I compare coding to creative
activities like fiction writing. Computers are extremely versatile in this way .
A state machine is the purest way to think about a computer .
Nakamoto’ s blockchain is not a physical computer , like a PC, laptop,
phone, or server . It is a virtual computer—meaning it is a computer in
function, not in conventional physical embodiment. Blockchains are a
software abstraction that overlay on top of physical devices. They’re state
machines. Just as the meaning of “computers” once shifted from people to
machines, so too has the term since encompassed not just hardware but
software as well.
Software-based computers, or “virtual machines,” have been around
since IBM developed the first one in the late 1960s and released it in the
early 1970s. The IT giant VMw are later made the tech popula r in the late
1990s. Today , anyone can run virtual machines by downloading so-called
hypervisor software on a PC. Companies commonly use virtual machines to
streamline the management of corporate data centers, and they’re key to the
operations of cloud service providers. Blockchains extend this model of
software-based computing to a new context. Computers can be built in
many different ways; they are defined by their functional prope rties, not by
what they look like.
How Blockchains Work
Blockchains are by design resilie nt to manipulation. They are built on top of
a network of physical computer s that anyone can join but that is extremely
difficult for any one entity to control. These physical computers maintain
the state of the virtual computer and control its transitions to new states. In
Bitcoin these physical computer s are called miners, but the more common
term today is “validators” since what they’re really doing is validating state
transitions.
If state transitions sound too abstract, an analogy may help. Think of
Bitcoin as a fancy spreadsheet, or ledger , with two columns . (It’s more
complex than that, but bear with me.) Each row of the first column has a
unique address. Each row of the second column contains the number of
bitcoins held at that address. State transitions update the rows in the second
column to reflect all the transfers of bitcoin executed in the latest batch.
That’ s the gist, really .
If anyone can join the network, how does the virtual computer arrive at
a single source of truth about its state? Phrased differen tly, if the
spreadsheet is open to all, how can anyone trust the numbers that appear in
its rows? The answer: through mathematical guarantees involving
cryptography (the science of secure communication) and game theory (the
study of strategic decision-making).
Here’ s how a proposed state becomes the next state of the computer .
During each state transition, the validators run a process to reach a
consensus on the next state. First, the validators do as their name says: they
validate, making sure every transaction comes with an appropriate digital
signature. The network then randomly selects one validator to bundle
together qualify ing transactions to create the next state. Other validators
check to make sure the new state is valid, that all the bundled transactions
are also still valid, and that the computer ’s core commitments have been
upheld (for example, in the case of Bitcoin, that there will never be more
than twenty-one million bitcoins). Validators effectively cast their vote for a
new state by building on it as the transition to the next state starts.
The process is designed to ensure everyone is working off the same,
valid version of history—to reach consensus. If a validator (or subset of
validators) tries to cheat, the other validators have every opportunity to
catch it lying and outvote it.
Blockchains as Global Computers
- Blockchains maintain a single version of history through a consensus process where validators vote on the validity of state transitions.
- While Bitcoin's internal programming is intentionally limited, general-purpose blockchains like Ethereum allow developers to build complex, expressive applications.
- The evolution of blockchain technology is compared to the introduction of the app store, transforming a simple ledger into a permissionless global computer.
- Native digital currencies serve as a critical incentive mechanism, rewarding honest validators for providing the computing power necessary to secure the network.
- The core philosophy of blockchain is to create a permissionless system that bypasses elitist intermediaries and provides equal access to all users.
Blockchains are not databases; they’re full-fledged computers.
commitments have been
upheld (for example, in the case of Bitcoin, that there will never be more
than twenty-one million bitcoins). Validators effectively cast their vote for a
new state by building on it as the transition to the next state starts.
The process is designed to ensure everyone is working off the same,
valid version of history—to reach consensus. If a validator (or subset of
validators) tries to cheat, the other validators have every opportunity to
catch it lying and outvote it. The rules of the process are set up in such a
way that you would generally need a majority of validators to collude for it
not to work.
In our simplified example abov e, the new master copy spread sheet is
the one proposed by the winnin g validator . Of course, in reality , there is no
spreadsheet. There are only state transitions—the essence of computation.
Each state transition is called a block, and the blocks are chained together
so that anyone can verify the complete history of the computer by
examining the blocks. Hence the name blockchain.
State transitions can contain more than just numbers representing
simple account balances. They can hold whole sets of nested computer
programs. Bitcoin comes with a programming language, called Bitcoin
Script, that software developers can use to create programs that modify the
transitions between states. This programming language is, however , limited
by design. It mostly enables people to send funds between accounts or to
create accounts controlled by multiple users. Newer blockchains like
Ethereum, the first general-pur pose blockchain, which made its debut in
2015, allow developers to program in much more expressive programming
languages.
The addition of advanced programming languages to blockchains is a
major breakthrough. It’s analogous to Apple’ s introducing an app store to
the iPhone (except where mobile app stores are curated, blockchains are
open and permissionless). Any developer in the world can write and run
apps, ranging from marketplaces to metaverses, on blockchains like
Ethereum. This is a very powerful property that makes blockcha ins far more
expressive and versatile than an accountant’ s notebook. This is why it’s
wrong to think of blockchains as mere ledgers for tabulatin g numbers.
Blockchains are not databases; they’re full-fledged computers.
Running apps on computers takes resources, though. Both application-
specific blockchains like Bitcoin and general-purpose ones like Ethereum
need people to pay for the computing power that validates state transitions,
and so they must give people a reason to invest in these networks. To that
end, Nakamoto introduced a clever twist: the system’ s digital currency—in
Bitcoin’ s case, bitcoin—would itself be the source of funding for the
computers that power it. Other blockchains have since copied the design.
Every blockchain has its own set of internal incentives to get people to
participate. In most systems, every new block, or state transition, gives
away a small bounty to a lucky validator . (“Validator” can refer to
computers that vote on state transitions or to the person or group operating
those computers.) The validators that behave honestly—the ones that
faithfully verify digital signatures and propose only valid changes to the
blockchain—get rewarded. This financial incentive encourages the
validators to continue supporting the network and behaving honestly .
(Money also flows into blockchains through fees charged to users; more on
how this works, and how tokens are valued, in the chapter “T okenomics.”)
Blockchains are permissionless, so anyone with an internet connection
can participate. Nakamoto designed the original blockchain, Bitcoin, this
way because he believed that existing financial systems were elitist,
favoring privileged intermediaries, like banks. Instead, he wanted to put
everyone on an equal footing.
Decentralized Trust and Transparency
- Satoshi Nakamoto designed Bitcoin to be permissionless to bypass the elitist gatekeeping inherent in traditional banking systems.
- Proof of work and proof of stake are mechanisms designed to secure open networks against bad actors by imposing either energy costs or financial risk.
- Proof of stake is a more sustainable and efficient evolution of blockchain technology that addresses the environmental concerns associated with high energy consumption.
- The popular perception of blockchain as a tool for anonymity is a misconception; most major networks are entirely public and easily traceable by authorities.
- The extreme transparency of blockchain ledgers could actually prevent mainstream adoption if users feel uncomfortable exposing sensitive personal and financial information.
This inaccuracy is common, for example, in TV and movies that depict criminals using cryptocurrency to secretly transfer money . It’s also dead wrong.
he network and behaving honestly .
(Money also flows into blockchains through fees charged to users; more on
how this works, and how tokens are valued, in the chapter “T okenomics.”)
Blockchains are permissionless, so anyone with an internet connection
can participate. Nakamoto designed the original blockchain, Bitcoin, this
way because he believed that existing financial systems were elitist,
favoring privileged intermediaries, like banks. Instead, he wanted to put
everyone on an equal footing. Requiring an application or screening process
would introduce new privileged intermediaries, re-creating the problems he
associated with the existing system. But this design had a complication: if
any computer could vote, then spam and bad actors could easily overwhelm
the network.
Nakamoto’ s solution was to charge a “fee” to participate. To vote on the
next machine state, a miner would need to perform computational work,
which costs energy, and submit proof that it did that work. This system—
aptly called proof of work—enabled open, permissionless voting while also
filtering out spam and other nefarious schemes. Other blockchains, like
Ethereum, have adopted anoth er system, called proof of stake (PoS).
Instead of requiring validators to spend money on electricity , proof of stake
requires them to “stake” collateral, meaning to put money at risk in escrow .
If the validators behave honestly , they earn monetary rewards. If they get
caught lying—by voting for contradictory state transitions or proposing
multiple conflicting state transitions simultaneously , for example—their
collateral gets “slashed,” or confiscated.
One of the main criticisms of Bitcoin is its excessive energy
consumption, which could harm the environment. While clean energy
sources, such as excess renewab le energy from dams and wind turbines, can
mitigate the environmental effects of proof of work, a better approach can
be to replace proof of work altogether with less energy-intensive systems,
like proof of stake, which eliminate environmental objections to
blockchains.
Proof of stake is as secure as proof of work, if not more so, while also
being cheaper , faster , and far more energy efficient. Ethereum finished
transitioning from proof of work to proof of stake in the fall of 2022, and
the results have been dramatic. The next chart shows Ethereum proof-of-
stake ener gy consumption compared with other popular systems.
Many blockchai ns mentioned in this book, with the notable exception
of Bitco in, use proof of stake. In the future, I expect proof of stake will
power the most popular blockchains. Concerns over energy consumption
shouldn’ t hold anyone back from using this powerful new technology .
Neither should the popular misconception that blockchains enable
secrecy and anonymity . “Crypto ,” a word connoting statecraft and intrigue,
literally means “encoded” or “hidden.” Confusion over how the word is
used to describ e the industry leads people to believe, mistakenly , that
blockchains hide information, and therefore that they’re perfectly suited for
illegal conduct. This inaccuracy is common, for example, in TV and movies
that depict criminals using cryptocurrency to secretly transfer money . It’s
also dead wrong.
In fact, everything that happens on popular blockchains like Bitcoin and
Ethereum is public and traceab le. As with email, you can sign up using a
fake identity , but there are companies that specialize in de-anonymizing,
and it’s straightforward for law enforce ment to do so. Blockchains are so
public by default that their innate transparency could actually hinder
adoption. This may seem counterintuitive, given the erroneous public
perception of crypto as a black box, but it’s true. People may be reluctant to
use blockchains for certain activities if they fear doing so will expose
sensitive information, such as salaries, medical bills, or invoices.
The Mechanics of Blockchain Security
- While often perceived as anonymous, blockchains are innately transparent and can expose sensitive data like salaries and medical bills, which may hinder broader adoption.
- The term 'crypto' refers to the use of public key cryptography for authentication and signing rather than the encryption of data for privacy.
- Public and private key pairs form the security foundation, allowing users to mathematically sign transactions that are nearly impossible to forge.
- A 'trustless' network functions without a central authority by using consensus processes and financial incentives to ensure validators remain honest.
- Blockchain security is bolstered by the high cost of attacks and the ability for participants to 'hard fork' the network to undo malicious actions.
The signature is analogous to signing a check or legal document in the offline world, but it uses math to prevent forgery instead of handwriting.
ity , but there are companies that specialize in de-anonymizing,
and it’s straightforward for law enforce ment to do so. Blockchains are so
public by default that their innate transparency could actually hinder
adoption. This may seem counterintuitive, given the erroneous public
perception of crypto as a black box, but it’s true. People may be reluctant to
use blockchains for certain activities if they fear doing so will expose
sensitive information, such as salaries, medical bills, or invoices. Some
projects are working to solve this problem by giving users the option to
make transactions private. The most advanced projects employ cutting-edge
cryptography—especially innovations like “zero knowledge proofs”—
which enables auditing of encrypted data that can mitigate the risk of illegal
activities and satisfy the needs of regulatory compliance.
Blockchains are “crypto” not because they enable anonymity (they
don’t) but because they’re based on a mathematical breakthrough from the
1970s called public key cryptography . The main thing to know about public
key cryptograph y is that it lets multiple parties who have never before
communicated perform cryptographic operations with one another . The two
most common operations are (1) encryption, which encodes information so
it can only be decoded by the intended recipient, and (2) authentication,
which lets a person or computer sign information, proving it’s authentic and
actually came from that sourc e. When people describe blockchains as
crypto, they mean it in the latter sense of “authenticated,” not “encrypted.”
Public and private cryptograp hic key pairs are the foundation of
blockchain security . People use private keys, numbers they keep private, to
create network transactions. Public keys, in contrast, identify public
addresses where transactions come and go. A mathematical relationship ties
the key pair together such that it is easy to derive the public key from the
private key, but it takes vast amounts of computing power to derive the
private key from the public key. This is what enables a blockchain user to
send money to someone else by signing a transaction that basically says, “I
give you this money .” The signa ture is analogous to signing a check or legal
document in the offline world, but it uses math to prevent forgery instead of
handwriting.
Digital signatures are widely used behind the scenes in computing to
verify the authenticity and integrity of data. Browsers make sure websites
are legitimate by checking digital signatures. Email servers and clients use
digital signature s to ensure messages aren’ t spoofed or manipulated in
transit. Most computer systems will verify that software downloads are
coming from the right source and haven’ t been tampered with by
confirming digital signatures.
Blockchains use digital signatures too. They use them to operate
trustless, decentralized networks. “Trustless” may sound confusingly
ambiguous, but when people say this in blockchain contexts, they just mean
that blockchains need no higher authority—no intermediary , no central
corporation—to oversee transactions. Through their consensus processes,
blockchains can securely verify the senders of transacti ons all by
themselves, and no one computer has the power to alter the rules.
Well-designed blockchains use incentives to get validators to behave
honestly . Sometimes they also punish misbehavior , as in Ethereum’ s case.
Again, consensus systems are the basis of blockchains’ security assurances.
If the costs to attack a blockc hain are high enough and if most of the
validators act honestly in accord ance with their financial self-interest (as is
true for the most popular blockchains), then the system is secure. In the
unlikely event of a successful attack, participants could split, or “hard
fork,” the netwo rk and roll back the blockchain to a previous checkpoint—
another deterrent for attackers.
Blockchain's Inherent Security Model
- Blockchains utilize calibrated economic rewards to create a self-policing system where participants trust decentralized logic over individual honesty.
- Traditional perimeter security models are inherently flawed because they focus on protecting a single "wall" around data, which attackers can easily bypass through a single gap.
- Unlike corporate databases that store vulnerable login credentials, blockchains require signed transactions and have no central point of failure to break into.
- The blockchain approach unbundles security from general business functions, allowing specialized custodians to manage data protection rather than non-expert institutions like hospitals or car dealers.
- True blockchain hacks are exceedingly rare; most reported thefts are actually attacks on third-party institutions or individuals through methods like phishing.
The model is like putting a wall around a fort that’s stocked with gold and then trying to protect only the wall. It doesn’ t work.
reum’ s case.
Again, consensus systems are the basis of blockchains’ security assurances.
If the costs to attack a blockc hain are high enough and if most of the
validators act honestly in accord ance with their financial self-interest (as is
true for the most popular blockchains), then the system is secure. In the
unlikely event of a successful attack, participants could split, or “hard
fork,” the netwo rk and roll back the blockchain to a previous checkpoint—
another deterrent for attackers.
Even if some users are dishonest and would rather game a blockchain
for profit, the system keeps everyone honest. This is the genius of the
system: a set of incentive structures that makes it self-policing. Through
well-calibrated economic rewards, blockchains get users to keep one
another in check. And so, even though they may not trust one another , they
can trust in the decentralized, virtual computer they are collectively helping
to secure.
In pract ice, this trustlessness enables people to design networks that
operate very differently from traditional online systems. Most internet
services, like online banks or social networks, require you to log in to
access your data and money . Companies keep your data and log-in
credentials in their databases, which can be hacked or misused. Corporate
networks use cryptography in some places but mostly rely on perimeter
security , an approach involving a stack of technologies, like firewalls and
intrusion detection systems, designed to keep outsiders and unauthorized
parties away from internal data. The model is like putting a wall around a
fort that’s stocked with gold and then trying to protect only the wall. It
doesn’ t work. Data breaches are so common they barely make the news
anymore. The perimeter securit y model heavily favors attackers; it takes
only a single gap for an attacker to break in.
In contrast, blockchains let you store data and money , but you can’t log
in, becau se there’s nothing to log in to. Instead, if you want to do something
like transfer money , you submit signed transactions to the blockchain. You
keep your private data private; you don’t have to share it with any service
you don’t want to. Unlike corporate networks, blockchains have no single
point of failure. There are no internal servers to “break into,” as there are in
typical internet services. Blockchains are open, public networks. “Breaking
into” one, if you can even call it that, would require taking over a majority
of the nodes on the network—an extraordinarily expensive and entirely
impractical proposition.
A key concept in security is the “attack surface,” which refers to all the
places an attacker might find vulnerabilities. The security philosophy of
blockchains is to use cryptogra phy to minimize the attack surface. In the
blockchain model, there is no gold to be stolen from inside the fort. Data
that needs to be private is encrypted. Only users (and anyone they
authorize) have keys to decrypt the data. The keys need to be secured, of
course, and users can choose to have third-party software custod ians do this
for them . The difference is that these custodians are solely focused on
security . In the corporate model, all sorts of random businesse s with little
security expertis e are tasked with storing and managing data. A hospital
secures health records, an auto dealer secures financial records, and so on.
Blockchains unbundle security from business functions and let specialists
like custodians do what they do best.
When you hear about alleged blockchain hacks, these almost always
refer to attacks on institutions that use crypto, or else they refer to old-
fashioned phishing attacks on individuals. They don’t usually refer to hacks
of blockchains themselves. In the exceedingly rare instances in which
blockchains actually do get hacked, they almost always involve small,
obscure, insecure blockchains.
The Virtues of Blockchains
- Most alleged blockchain hacks target external institutions or individuals through phishing rather than the underlying network protocols themselves.
- Major networks like Bitcoin and Ethereum act as the world's largest bug bounty programs, having withstood countless attacks due to the prohibitive cost of a 51 percent breach.
- Blockchains provide a democratic and transparent framework that ensures equal access and public auditability for all participants.
- The technology's most critical feature is its ability to make strong commitments, ensuring code executes exactly as designed without human intervention.
- By putting code in charge, blockchains provide a more reliable alternative to traditional corporate computers governed by one-sided Terms of Service agreements.
These blockchains are, in effect, the world’s biggest bug bounty programs.
ockchains unbundle security from business functions and let specialists
like custodians do what they do best.
When you hear about alleged blockchain hacks, these almost always
refer to attacks on institutions that use crypto, or else they refer to old-
fashioned phishing attacks on individuals. They don’t usually refer to hacks
of blockchains themselves. In the exceedingly rare instances in which
blockchains actually do get hacked, they almost always involve small,
obscure, insecure blockchains. A successful attack can disrupt transaction
processing or enable attackers to “double spend” the same money in
multiple places. These attacks are known as 51 percent attacks because their
conspirators must gain control of more than half a system’ s validators to be
successful. Feeble systems, like Ethereum Classic and Bitcoi n SV, have
succumbed to 51 percent attacks. Successfully attacking a major
blockchain, like Bitcoin or Ethereum, would, in compari son, be so
prohibitively costly as to be infeasible.
That hasn’t stopped people from trying. There have been many attempts
to attack popular blockchains like Bitcoin and Ethereum, but none have
come close to succeeding. The tech is battle tested. These blockchains are,
in effect, the world’ s biggest bug bounty programs. Hacking them could
yield a massive financial prize, enabling attackers to transfer large sums of
money , worth hundreds of billions of dollars, to themselves. But this has
never happened. The security assurances of well-designed blockchains
work not only in theory but also, so far , in practice.
Why Blockchains Matter
What would motivate someone to write software that runs on blockchains
instead of traditional computers , like web servers or mobile phones? We’ll
cover the answer to this in greater detail throughout part 3, but let’s quickly
review blockchains’ novel properties.
First, blockchains are democratic. They are accessible to everyone.
Blockchains inherit the ethos of the early internet, providing an equal
opportunity to participate. Anyone with an internet connection can upload
and execute whatever code they want. No user is privileged above any
other , and the network treats all code and data equally . It’s a fairer
framework than the gated status quo of today’ s tech industry .
Second, blockchains are transparent. The complete history of their code
and data is publicly available for anyone to inspect. If the code and data
were available only to some people, that would put other participants at a
disadvantage, which would undermine the egalitarian promise of the
technology . Anyone can check a blockchain’ s history and be assured that a
valid process generated the system’ s current state. Even if you don’t
personally audit the code and data, you know others can and probably have.
Transparency begets trust.
Third and most important, blockchains can make strong commitments
about their futur e behavior—tha t any code they run will continue to operate
as designed. Traditional computers can’t make commitments like these.
Traditional computers are controlled by individuals or groups of people,
either directly , in the case of personal computers, or indirectly , in the case of
corporate computers. Their commitments are weak. Blockchains invert this
relationship, putting the code in charge. The consensus mechanism
described earlier and the immut ability of their software makes blockchains
resistant to human intervention. You don’t need to trust the promises of
people or companies when using them.
Engineers at companies like Google, Meta, and Apple think about
computers as machines they can set to do their bidding. Whoever controls
the computer controls the software. The only assurances users receive about
how the computers will operate are long “Terms of Service” legal
agreements written by the software providers which mean little and almost
no one bothers to read, let alone negotiate. (As the saying goes, “The cloud
is just someone else’ s computer .
Blockchains and Hard Commitments
- Unlike traditional systems where companies control the software, blockchains allow the software to be in charge, resisting external manipulation.
- Applications built on top of blockchains inherit security guarantees that allow them to make binding commitments about their future behavior.
- Critics often misinterpret the intentional constraints of blockchain technology as technical weaknesses rather than structural strengths.
- Corporate promises are inherently unreliable because companies can unilaterally change terms of service or shut down products to suit their interests.
- The value of digital currencies like Bitcoin relies on immutable rules that prevent double-spending and ensure scarcity, which no corporation can credibly provide.
It’s hard for people accustomed to free rein to appreciate that computers could improve on a dimension that is designed, in part, to undermine their authority .
people or companies when using them.
Engineers at companies like Google, Meta, and Apple think about
computers as machines they can set to do their bidding. Whoever controls
the computer controls the software. The only assurances users receive about
how the computers will operate are long “Terms of Service” legal
agreements written by the software providers which mean little and almost
no one bothers to read, let alone negotiate. (As the saying goes, “The cloud
is just someone else’ s computer .”)
Blockchains are different. They’re remarkable for what they cannot do
as much as for what they can do. A blockchain can resist manipulation, a
feature that may contribute to the misconception that they’re more like
databases than computers. Blockchain software runs on other people’ s
computers, but— and this is the key—the software is in charge. A person or
company can try to manipulate the software, but it will resist tampering.
The virtual computer will continue operating as intended, despite attempts
to subvert it.
This resistance to tampering goes not just for blockchains but also for
the softw are that runs on top of them. Applications built on programmable
blockchains like Ethereum inherit the platform’ s security guarantees. This
means apps—social networks, marketplaces, games, and more—can also
make strong commitments abou t their future behavior . The entire tech stack,
blockchains and anything built on top of them, can make these strong
commitments too.
Critics who fail to appreciate the power of blockchains tend to have
different prioriti es. Many people, including lots of workers within Big Tech
companies, care about improving computers along familiar dimensions,
such as memory and computing power . They see blockchains’ abilities as
constraints—as weaknesses rather than strengths. It’s hard for people
accustomed to free rein to appreciate that computers could improve on a
dimension that is designed, in part, to undermine their authority .
Breakthroughs that fall outside the norm often get dismissed for the
same reason that skeuomorphi c thinking is more prevalent than native
thinking in the early developmental stages of a new technology:
preconceived notions hold innovation captive.
Still, you may wonder , why do computers and applications that can
make strong commitments about future behavior matter? As Nakamoto
showed, one reason is to create a digital currency . A requirement for
successful financial systems is trust in their long-term commitments.
Bitcoin commits that there will never be more than twenty-one million
bitcoins, a commitment that makes bitcoins credibly scarce. Bitcoin also
guarantees that people can’t play tricks like “double spending,” or using the
same money in two places at once. These commitments are necessary but
insuf ficient conditions for Bitco in’s currency to have value. (The currency
also needs susta inable sources of demand, a topic I’ll discuss in “Sinks and
Token Demand.”)
Commitments don’t carry the same weight on traditional computers
because the people or organiza tions who control them can simply change
their minds. If, hypothetically , Google used the standard servers in its data
centers to mint GoogleCoins and declared there will only ever be twenty-
one million coins, nothing would bind the company to that commitment.
Google managem ent could change the rules, and the software, whenever it
pleased, unilaterally .
Corporate commitments aren’ t reliable. Even if Google put a pledge in
its servi ce agree ments, it could at any time break those terms by revising
the agreements, working around them, or shutting down the service (as it
has done to nearly three hund red products to date). Companies simply
cannot be trusted to keep prom ises to users. Fiduciary duty trumps other
concerns. Corporate commitments don’t work, and haven’ t worked, in
practice. This is why the first credible attempt to create digital money was
built on a blockchain and not by a company .
Multiplayer Social Technologies
- Corporate commitments are inherently unreliable because businesses prioritize fiduciary duty over service agreements or user promises.
- Blockchains enable social technologies that facilitate coordination and commitments between parties without pre-existing trust relationships.
- The failure of internal corporate blockchains suggests the technology's primary value lies in public, large-scale networks rather than isolated enterprise use.
- New blockchain-based networks promise fairer governance and shared financial upside for sectors like social media, gaming, and creative arts.
- Managing the complexity of internet-scale software requires encapsulation to ensure that logical interdependencies remain manageable for billions of users.
Fiduciary duty trumps other concerns.
put a pledge in
its servi ce agree ments, it could at any time break those terms by revising
the agreements, working around them, or shutting down the service (as it
has done to nearly three hund red products to date). Companies simply
cannot be trusted to keep prom ises to users. Fiduciary duty trumps other
concerns. Corporate commitments don’t work, and haven’ t worked, in
practice. This is why the first credible attempt to create digital money was
built on a blockchain and not by a company . (In theory , a nonprofit
organization might be able to make long-term commitments to its users, but
this has had its own challenges, which I discuss in “The Nonprofit Model.”)
Digital currencies are just the first of many novel applications that
blockchains enable. Blockchains, like all computers, are canvases that
technologists can use to invent and create. The unique properties of
blockchains unlock a range of applications that simply can’t be created on
traditional comp uters. The full range will be discovered in time, but many
will involve building new networks that improve on existing networks by
offering new capabilities, lower fees, greater interoperab ility, fairer
governance, and shared financial upside.
Some examples include financial networks that commit to borrowing,
lending, and other activities on transparent and predictable terms; social
networks that commit to better economics, data privacy , and transparency
for users; gaming and virtual worlds that commit to open access and
favorable economics for creators and developers; media networks that
commit to new ways for creators to make money and collaborate; and
collective bargaining networks that commit to paying writers and artists
fairly when AI systems use their work. I’ll discuss these and other
networks, and how they lead to better outcomes, throughout the rest of the
book (especially in part 5, “What’ s Next”), but first we’ll cover the
mechanism by which blockchains enable ownership.
OceanofPDF .com
5. Tokens
Technologies that change society are technologies that change interactions between people.
—César A. Hidalgo
Single-Player and Multiplayer Technologies
If you were stuck on a desert island, alone in the world, money wouldn’ t be
very useful. Lacking connectivity , neither would computer networks. On
the other hand, a hammer , box of matches, or food supplies would come in
handy . So might a stand-alone computer , if you had a power source.
Context matters . Some technologies are social, and some are not.
Money and computer networks are social technologies. They help people
interact with other people. Sometimes, borrowing from video games, people
call technologies that are useful alone single player . Social techn ologies are,
by analogy , multiplayer .
Blockchains are multiplayer . They let you write code that makes strong
commitments. Individuals and organizations don’t have much need to make
commitments to themselves. That’ s why attempts to create “enterprise
blockchains,” which function exclusively inside existing corporate
organizations, haven’ t been successful. Blockchains are useful for enabling
coordination among people who don’t have preexisting relationships. They
are most useful when they are not just multiplayer but massively
multiplayer—in broad use across the internet.
Any social technology that tries to scale to billions of people needs
simplifying assumptions. Software, where every line in a code base is a
logical statement, can be complicated. At the scale of the internet, which
five billion people use today , it gets even more complicated. Each
overlapping logical interdependency introduces a greater likelihood for
mistakes. More code means more bugs.
A powe rful way to address this complexity is through a software
technique calle d encapsulation. Encapsulation reins in complexity by
circumscribing units of code within well-defined interfaces, making the
code easier to use.
Encapsulation and Digital Tokens
- Software complexity is managed through encapsulation, a technique that hides intricate logical dependencies behind user-friendly interfaces like an electrical outlet.
- Encapsulated code functions like Lego bricks, enabling developers to reuse and combine basic components into larger structures without needing to understand every line of code.
- Blockchain tokens are technical abstractions that simplify complex code into units of ownership, making them easy to manipulate and program.
- Tokens allow for the ownership of anything representable in code, ranging from virtual game items and music to physical assets like real estate.
- Unlike traditional digital environments where items are effectively rented, blockchain-based tokens provide genuine control by utilizing permanent technical commitments.
Outlets unlock the electrical grid and give humans superpowers without anyone having to understand what’s happening on either side of the socket.
e in a code base is a
logical statement, can be complicated. At the scale of the internet, which
five billion people use today , it gets even more complicated. Each
overlapping logical interdependency introduces a greater likelihood for
mistakes. More code means more bugs.
A powe rful way to address this complexity is through a software
technique calle d encapsulation. Encapsulation reins in complexity by
circumscribing units of code within well-defined interfaces, making the
code easier to use. If that sounds unfamiliar , it might help to think about an
example from the physical world, a device that’s so simple people rarely
give it much thought: the electrical outlet.
Anyone can plug into an outlet to access electricity and run any number
of appliances: light fixtures and laptops, alarms and air conditio ners, coffee
makers and cameras, blenders and blow-dryers, Xboxes and Model Xs, and
so on. Outlets unlock the electrical grid and give humans superpowers
without anyone having to under stand what’ s happening on either side of the
socket. Outlets abstract away the details. The interface—the encapsulation
—is all that matters.
Because softwar e is so flexible, encapsulated code has another benefit:
it can easily be reused. Encapsulated code is like Lego bricks. The bricks
can be combined into sets of bricks that create much larger and more
impressive structures. Encapsulation is especially helpful when large groups
of people are developing softwa re, as is the case for most mode rn software.
One developer can create a few Lego bricks—basic pieces of programs that
can, for example, store, retrieve, or manipulate data, or access various
services, like email or payments. Other developers can then take those
components and reuse them, without either party having to understand the
details of what the other is doing. The bricks just snap into place.
When it comes to blockchains, a key simplifying concept is units of
ownership called tokens. While people often think of tokens as digital assets
or curre ncies, a more accurate technical definition would describe them as
data structures that can track quantities, permissions, and other metadata for
users on a blockchain. If that sounds abstract, that’s because tokens are an
abstraction. This abstraction makes them easy to use and simple to
program. Tokens encapsulate complicated code into an uncomplicated
wrapper , just like an electrical outlet.
Tokens Represent Ownership
What tokens are matters less than what they do.
Tokens can represent the ownership of anything digital, including
money , art, photos, music, text, code, game items, voting powe r, access, or
whatever people come up with next. Using some additional building blocks,
they can also represent real-wor ld things, like physical goods, real estate, or
dollars in a bank account. Anything that can be represented in code can be
wrapped inside a token to be bought, sold, used, stored, embedded,
transferred, or whatever else a person might want to do with it. If that
sounds so simple as to seem trivial, that’ s by design. Simplicity is a virtue.
Tokens enable ownership, and ownership means control. Tokens that
run on traditional computers, like the hypothetical GoogleCoin example
from earlier, can be taken away or changed at will, undermining user
control. Tokens that run on computers that can make strong commitments
about future behavior—namely , blockchains—unlock the technology’ s true
potential.
Take games, for instance. Digital objects and virtual goods have existed
for a long time in computer worlds. Popular games like Fortnite and League
of Legen ds make billions of dollars per year selling virtual goods such as
cosmetic items for players’ avatars. These kinds of digital goods aren’ t
bought; they’re borrowed. Users are renters. The company behind a game
can remove or change the terms at any time. Users can’t transfer the goods
outside the game or resell them or do any of the things peop le associate
with ownership.
The Illusion of Digital Ownership
- In traditional games and social networks, digital goods are merely rented because platforms can unilaterally change terms or revoke access.
- Blockchains shift power from corporate entities to immutable code, enabling true ownership through the mechanism of tokens.
- The current 'read-write-own' era of the internet is defined by tokens, building on previous eras centered around websites and posts.
- Tokens function as expansive building blocks, categorized into fungible units for currency and non-fungible units for unique assets.
- A revolutionary aspect of blockchains is their ability to let software directly hold and control money, rather than just referencing external bank ledgers.
Almost invariably, games eventually fade away or shut down, and along with them their virtual goods blink out of existence.
bjects and virtual goods have existed
for a long time in computer worlds. Popular games like Fortnite and League
of Legen ds make billions of dollars per year selling virtual goods such as
cosmetic items for players’ avatars. These kinds of digital goods aren’ t
bought; they’re borrowed. Users are renters. The company behind a game
can remove or change the terms at any time. Users can’t transfer the goods
outside the game or resell them or do any of the things peop le associate
with ownership. The real owner—the platform—calls the shots. If the value
of an item goes up, the user doesn’ t reap the reward. Almost invariably ,
games eventually fade away or shut down, and along with them their virtual
goods blink out of existence.
The same is true of most popu lar social networks. As we’ve covered,
users don’t own their names and followers. Platforms do. Some recent
examples of Big Tech’s bigfooting: When Facebook rebranded itself as
Meta in October 2021, the comp any a few days later revoked the Instagram
handle of an artist, @metaverse. (After an outcry and a New York Times
article, Meta reinstated her account.) Similarly , when Twitter rebranded
itself X in 2023, it commandeered the @x handle from a longtime user.
Oustings like this happen all the time. You don’t have to look far for
examples of political figures, activists, scientists, researchers, celebrities,
community leaders, and other users getting suspended by corporate
networks. Companies that control networks have complete control of
accounts, ratings, social relationships, and more. User ownership in
corporate networks is an illusion.
Blockchains shift control to software governed by immutable code, not
people, and thereby make ownership real. Through the building block of
tokens, they give the concept of ownership teeth.
In the early web, the concept of a website played a similar role as a
building block. The web’ s found ing idea was to have a sea of information,
connected by links, controlled by many different people. It was a profound
and ambitious vision, one that could have gotten mired in complexity . But
websites were designed to be simple units that could provide a foundation
for more complex constructions—building blocks that could, at scale, create
the digital equivalent of city blocks.
The read era of the internet was defined by the website , which
encapsulated information. The read-write era was defined by the post,
which encapsula ted publishing, making it easy for anyone, not just web
developers, to reach broad audie nces. The internet’ s latest phase—the read-
write-own era— is defined by a new simplifying concept: tokens, which
encapsulate ownership.
The Uses of Tokens
Tokens, while simple seeming, are not simplistic. They are an expansive
technology that comes in two overarching types: fungible tokens, like
bitcoin and ether , and non-fungible tokens, also known as NFT s.
Fungible tokens are interchangeable. One token in a set of fungible
tokens can be swapped for any other token in the same set. It’s apples to
apples. Money is similarly fungible. If someone has $10, they don’t care
which $10 bill they have, just that they have $10.
With NFTs, each token is unique, in the same way many objects in the
physical world are unique. I have a set of books—dif ferent titles, different
authors—on my bookshelf that are distinct and, despite all being books, are
not interchangeable with one another . These are non-fungible.
Fungible tokens have many uses, the most prominent being as a way for
software to hold and control money. Traditional financial applications don’t
hold money . They hold references to money , but the money itself resides
somewhere else, like a bank. Money that is held and controlled by software
is a new idea that didn’ t exist before blockchains.
The best-known example of a fungible token is a cryptocurrency like
Bitcoin. Many public discussions assume that cryptocurrencies are the main
use for blockchains.
The Nature of Tokens
- Tokens allow software to directly hold and control value, a fundamental shift from traditional financial systems that only manage references to money held in banks.
- While frequently associated with libertarian politics, blockchain technologies are politically neutral software primitives with a wide variety of potential uses.
- Dollar-pegged stablecoins likely reinforce the global supremacy of the U.S. dollar by meeting the strong market demand for internet-native versions of the currency.
- There are multiple models for stablecoins, ranging from fiat-backed tokens like USDC to algorithmic systems like Maker, which vary in their stability and collateral management.
- The industry often prefers the term 'tokens' because it describes the technology's abstract and generalizable nature more accurately than 'coins' or 'cryptocurrency'.
Money that is held and controlled by software is a new idea that didn’ t exist before blockchains.
ens have many uses, the most prominent being as a way for
software to hold and control money. Traditional financial applications don’t
hold money . They hold references to money , but the money itself resides
somewhere else, like a bank. Money that is held and controlled by software
is a new idea that didn’ t exist before blockchains.
The best-known example of a fungible token is a cryptocurrency like
Bitcoin. Many public discussions assume that cryptocurrencies are the main
use for blockchains. Prominent voices who promote Bitcoin as an
alternative to government-controlled money exacerbate the confusion. As a
result, many people incorrectly associate blockchains and tokens with
libertarian politi cs even though these technologies are, in fact, politically
neutral.
Cryptocurrency , as in new systems of money , is only one of many uses
of blockchains and tokens. Fungible tokens can also be used to represent
national currencies. People call currency-pegged tokens stablecoins, since
they tend to be less volatile than other tokens. One common misconception
is that stablecoins pose a threat to the status of the U.S. dollar as the world’ s
reserve currency . In fact, the opposite appears to be true. Demand for
internet-native dollars is so strong that most stablecoin issuers have opted to
peg their stablecoins to the U.S. dollar . U.S. congressman Ritchie Torres
(D-N.Y .), a member of the House Financial Services Committee, which
monitors stablecoin adoption, has argued that the technology “reinforces
rather than challenges the supre macy of the U.S. dollar” and has “enabled
the U.S. to outcompete countries like China in the realm of digital
currencies even without a CBDC ,” an abbreviation for “central bank digital
currency .” (So far, the U.S. government has no CBDC, whereas the
People’ s Bank of China mints a digital renminbi.)
In the absence of a U.S.-government-backed stablecoin, the private
sector has produced a number of stablecoins that vary in the way they
maintain their pegs. Some stablecoin issuers back their tokens, one for one,
with fiat money held in a bank. USD Coin (USD C) is a popular fiat-backed
stablecoin that’s managed by a financial tech firm called Circle. The system
is design ed so that one token can be redeemed for one U.S. dollar . When
people trust that the tokens can be redeemed for dollars, they value the
tokens that way, even if they rarely redeem them. Many applications use
USDC tokens for programmatic money transfers, including decentralized
finance (DeFi) applications.
“Algorithmic” stablecoins are another model. These try to maintain
their pegs through automated market-making processes. To stay solvent,
they automatically sell collater al, such as tokens held in escrow , when
market prices decline. Thanks to careful stewardship of reserves, some
algorithmic stablecoins, most notably a system called Maker , have
successfully maintained their pegs even during periods of extreme
volatility . Other algorithmic stablecoins that played fast and loose with
collateral have collapsed, including Terra, which infamously crashed in
2022.
Tokens are general-purpose software primitives. They can be designed
well or poorly . It’s worth noting, by the way, that some people differentiate
between the terms “coins,” “cryptocurrencies,” and “tokens.” As you might
have noticed, I treat these mostly interchangeably , although I, and many
others in the industry , do prefe r “tokens” because the term communicates
the abstract, generalizable nature of the technology . “Tokens” sounds
neutral and so rings truest: it doesn’ t over-index on financial aspects, as
“coins” does, and it doesn’ t have the political connotations of
“cryptocurrency .”
Another use for fungible tokens is as fuel for blockchain networks.
Ethereum has a native fungible token, called ether , that serves a dual
purpose. The first is as a means of payment within Ethereum-based
networks, like NFT marketplaces, DeFi services, and other apps.
The Utility of Tokens
- Fungible tokens serve as 'fuel' for blockchain networks, reviving the pay-as-you-go model of mainframe computing from previous decades.
- Non-fungible tokens (NFTs) act as digital deeds for physical assets like real estate or digital assets like music, art, and code.
- The value of an NFT is often derived from a complex mix of scarcity and social signals rather than direct utility or copyright ownership.
- Beyond simple ownership, NFTs provide digital utility through creator royalties, gaming abilities, and token-gated access to exclusive communities.
- Major brands like Nike and Tiffany use NFTs as 'digital twins' that allow physical products to be represented and used within digital environments.
For users, the NFTs act as a digital twin of the physical object, breaking down the barrie r between the on- and offline worlds.
abstract, generalizable nature of the technology . “Tokens” sounds
neutral and so rings truest: it doesn’ t over-index on financial aspects, as
“coins” does, and it doesn’ t have the political connotations of
“cryptocurrency .”
Another use for fungible tokens is as fuel for blockchain networks.
Ethereum has a native fungible token, called ether , that serves a dual
purpose. The first is as a means of payment within Ethereum-based
networks, like NFT marketplaces, DeFi services, and other apps. The
second is as payment for “gas,” a measure of computational effort, which
Ethereum requires to run software on its network. Many other blockchains
use the same design, requiring token payments to purchase computing
resources. The pay-as-you-go model, a throwback to compu ting in the
1960s and 1970s when time-sharing on mainframes was popular , has made
a comeback.
Non-fungible tokens also have multiple uses. NFTs can represent
ownership of physical items, like artwork, real estate, and concert tickets.
Some people have bought and sold property , such as apartments, using
NFTs (tied to LLCs) to transfer ownership and keep a record of
transactions, similar to a deed. NFTs are best known, however , as a way to
represent ownership of pieces of digital media. The media can be anything,
including art, videos, music, GIFs, games, text, memes, and code. Some of
these tokens have code attached that can do things like manage royalties or
add interactive features.
Because NFTs are so new, it’s not always clear what buying one means.
In the physical world, when you buy a painting, you are buying the object
and the right to use it. You are generally not buying the copyrig ht to the art,
or the right to prevent others from using its likeness. Similarly , when you
buy an NFT representing an artistic image you are generally not buying the
copyright (although buying this is possible—it just depends on the design of
the token).
Most of today’ s NFTs act more like signed copies, analogous to
autographed paintings or record albums. The value of an artwo rk depends
on many things, including its scarcity and critical appraisal, but it also
depends on some complex mix of social and cultural signals. People assign
financial premiu ms beyond utility value to many things, including art,
baseball cards, handbags, sports cars, and sneakers. Similarly , people can
assign premiums to tokens that represent objects with cultural or artistic
significance. Value is a function of many factors, some objective and some
subjective.
NFTs can also have digital utility. One popular use of NFTs is to track
transactions such that artists can receive royalties from secondary sales. In
games, NFTs can represent objects, skills, and experiences that give players
special items and abilities—a warrior ’s sword, a wizard’ s wand, a new
dance. They can provide access to subscriptions, events, or discussions, as
they do in some popular token-gated social clubs through which members
convene both digitally and physically .
Another use for NFTs is connecting digital and physical objects. Tiffany
& Co. and Louis Vuitton created NFTs that can be redeemed for jewelry ,
handbags, and other merchandise. The artist Damien Hirst created a
collection where the NFTs represent digital artworks but can also be
redeemed for physical versions. Other NFTs blur the line between the
digital and physical worlds. Nike created NFTs that represent digital
sneakers that owners can display and wear in the video game Fortnite.
Owners also get access to new product drops and events like chats with pro
athletes.
For users, the NFTs act as a digital twin of the physical object, breaking
down the barrie r between the on- and offline worlds. They get the usual
benefits of owning the physical products plus online benefits like the ability
to trade on marketplaces, show case on social sites, or equip characters in
games.
The Shift to Digital Ownership
- NFTs act as digital twins and identifiers, allowing users to carry their assets and social connections across different platforms and applications.
- Digital wallets serve as persistent inventories and primary interfaces for the blockchain, functioning similarly to how web browsers operate for the internet.
- Treasuries and DAOs enable groups to coordinate and programmatically manage assets, acting as 'multiplayer reserves' governed by software rules.
- Blockchain technology flips the script on digital ownership by transferring control from centralized services like Amazon or Apple to individual users.
- Unlike current models where companies can revoke access to digital purchases at will, tokens provide users with true ownership, portability, and resale capabilities.
If token s are like cells, then treasuries are like full-blown organisms.
created NFTs that represent digital
sneakers that owners can display and wear in the video game Fortnite.
Owners also get access to new product drops and events like chats with pro
athletes.
For users, the NFTs act as a digital twin of the physical object, breaking
down the barrie r between the on- and offline worlds. They get the usual
benefits of owning the physical products plus online benefits like the ability
to trade on marketplaces, show case on social sites, or equip characters in
games. The brands get an ongoi ng digital relationship with their customers,
something most don’ t have today .
NFTs can also act as identifiers, analogous to DNS names. Recall that
by giving users ownership of their names, DNS lowered switch ing costs in
protocol networ ks. NFT identifiers can play a similar role in newer social
networks, letting users switch applications with their names and
connections intact.
Users hold and control tokens through software “wallets.” Ever y wallet
has a public address, derived from a public cryptographic key, that acts as
an identifier . If someone knows your public address, that person can send
you tokens. If you have the corresponding private key, you control the
tokens in the corresponding wallet.
The term “wallet” originated back when tokens were used solely to
represent curren cies, but the label is somewhat misleading today . Wallets
continue to serve as persistent inventories of tokens that can be carried
across the internet, but they are also used for many other types of token,
application, and software interactions. A better analogy is that wallets are to
blockchains as web browsers are to the web; they’re interfaces for users.
Like wallets, “treasuries” bundle tokens together and serve as an
interface for users, but they do so at a greater scale. Whereas wallets are
mostly used by individuals, treasuries make it easy for larger groups to
coordinate. On Ethereum, you can write a treasury application that puts a
community , often called a DAO, or decentralized autonomous organization,
in contr ol. The community can vote on how to administer the treasury’ s
assets, such as by funding software development, security audits,
operations, marketing, R&D, public goods, charitable donations, or
educational initiatives. Both wallets and treasuries can also be set to
autopilot, autom atically investing or disbursing money , or engaging in other
programmatic activities.
If token s are like cells, then treasuries are like full-blown organisms.
Treasuries are multiplayer reserves, controlled by software that ensures
tokens move only according to prescribed rules. These capabilities give
blockchains the ability to stand up to offline organizations like companies
or nonprofits—they give blockchains muscle.
The Importance of Digital Ownership
Maybe all this sounds far-fetched or inconsequential. People like to joke
that DAOs are just a “chat group with a bank account,” that NFTs are just
glorified JPEGs , and that tokens are no better than Monopoly money . Even
the word “token” is reminiscent of games and arcades. But it would be a
mistake to underestimate these technologies’ significance.
Blockchains represent a radical departure from the status quo. Through
tokens, they flip the script on digital ownership—making users , rather than
internet services, owners.
People are mostly accustomed to the reverse. They’re used to having all
the things they acquire online remain attached to digital service s. The same
is true of many downloads. You don’t really own that e-book you ordered
from Amazon Kindle, or that movie you bought from Apple’ s iTunes store,
for example. Companies can revoke these purchases at will. You can’t resell
them. You can’t transfer them from one service to another . Every time you
sign up for a new service, you have to start from scratch.
The only internet objects most people feel as if they own are their
websites, and only when they own their own domain names .
The Crisis of Digital Ownership
- Most digital purchases, such as e-books and movies, are actually licensed content that companies can revoke at any time, preventing resale or transfer.
- Corporate networks are compared to theme parks where a single owner dictates all policies, contrasting with the agency found in the physical world.
- Ownership is a key driver of innovation, providing the freedom to remix and repurpose assets into new business models without seeking corporate permission.
- Digital ownership fosters persistent identity and asset portability, similar to how individuals carry their clothes and names across different physical locations.
- While digital tokens currently seem like a niche interest for early adopters, they represent a fundamental shift toward widespread digital ownership.
Imagine if the clothes you bought could be worn only in the venue you bought them in.
ervice s. The same
is true of many downloads. You don’t really own that e-book you ordered
from Amazon Kindle, or that movie you bought from Apple’ s iTunes store,
for example. Companies can revoke these purchases at will. You can’t resell
them. You can’t transfer them from one service to another . Every time you
sign up for a new service, you have to start from scratch.
The only internet objects most people feel as if they own are their
websites, and only when they own their own domain names . I own my
website because I own the doma in. As long as I stay within the law, no one
can take it away from me. Similarly , companies own their corporate
domains. That the one digital asset people feel as if they own is built on the
web is no coincidence. Protocol networks, like blockchain networks,
respect digital ownership. Corporate networks do not.
Most people are so habituated to the corporate network norm they don’t
even register its peculiarity . In the physical world, people would be upset if
they had to start over whenev er they visited a new place. We take for
granted that we have a persistent identity and can take objects from place to
place. The concept of ownership is so deeply embedded in our lives that it’s
difficult to imagine how the world would look if that were taken away .
Imagine if the clothes you bought could be worn only in the venue you
bought them in. What if you couldn’t resell or reinvest in your house or car?
Or what if you had to change your name wherever you went? This is the
digital world of corporate networks.
Perhaps the closest offline analogue to corporate networks are theme
parks, where a single company tightly controls the entire experience. Theme
parks are fun to visit, but most of us wouldn’ t want our everyday lives to
work that way. Once you pass through the turnstiles, you’re subject to the
business owner ’s unchallenged policies. In the real world, outside the park
gates, people have agency . They have the freedom to do with their
possessions as they please, such as to open shops and businesses that resell
goods, and to bring their possessions wherever they wish. Peop le get value
and satisfaction from owning and investing in things.
Ownership has positive secondary effects too. Most people’ s wealth
comes from appreciation of the assets they own, such as their houses.
Homeowners are known to invest in and care for their places and, by
extension, their neighborhoods far more than renters. Improvi ng one’s lot
improves everyone’ s lot.
Ownership is also a prerequisit e for many startup ideas, so innovation
depends on it. A novel service like Airbnb can exist only in a world where
people are free to do as they like with their homes, including renting them
out. The process of making physical goods usually requires taking other
goods as inputs and remixing them without asking for permission. Buy
whatever inputs you want and do whatever you want with them because
you own them. Many businesses take existing things and reuse them in
ways their original creators never imagined—and sometimes might not like.
Within limits, like patent law, ownership is a basic freedom that means you
don’t have to ask for permission to do something new .
The importance of ownership may seem obvious when laid out as I’ve
done above, yet most of us don’t really think about it in the context of the
internet. We should. The digital world would be a better place if ownership
were as widespread there as it is in the physical world.
The Next Big Thing Starts Out Looking Like a Toy
Today tokens are used by a small group of enthusiasts, a tiny proportion of
total internet users, perhaps a few million people. It is easy to underestimate
them, these early adopters of an odd-seeming, outside-in technology . But
this would be a mistake. Big trends start small.
One of the amazing things about the technology industry is how often
tech giants miss major new trends and allow startups to rise up as
challengers.
The Toy Theory of Disruption
- Disruptive technologies often start by serving a small niche of enthusiasts and are dismissed as toys due to their initial limited functionality.
- Incumbents frequently miss major trends because they are incentivized to focus on high-margin customers and legacy products rather than low-end alternatives.
- Clayton Christensen’s theory suggests that technologies become disruptive when they improve exponentially faster than actual user needs, eventually displacing established leaders.
- To distinguish true disruptors from passing fads, one must look for exponential forces like network effects and software composability that create compounding growth.
Time and again, a sling and rock beat a lumbering swordsman.
in the physical world.
The Next Big Thing Starts Out Looking Like a Toy
Today tokens are used by a small group of enthusiasts, a tiny proportion of
total internet users, perhaps a few million people. It is easy to underestimate
them, these early adopters of an odd-seeming, outside-in technology . But
this would be a mistake. Big trends start small.
One of the amazing things about the technology industry is how often
tech giants miss major new trends and allow startups to rise up as
challengers. TikTok mastered short-form video before anyone else, catching
tech giants like Meta and Twitter off guard. It wasn’ t as if these incumbents
were being complacent; most of them aggressively crushed, copied,
acquired, and built products to avoid being displaced. Instagram and Twitter
had video capabilities well before TikTok became popula r, but they
prioritized their legacy products instead. Twitter shuttered its short-form
video app Vine in 2017. A year later , TikTok went viral in the United States.
The reason incumbents whiff is that the next big thing often starts out
looking like a toy. This is one of the main insights of the late business
academic Clayton Christensen, whose theory of disruptive technology starts
with the observation that technologies tend to get better at a faster rate than
users’ needs increase. From this simple insight follow nonobvious
conclusions about how markets and products change over time, including
how startups are so often able to take incumbents by surprise.
Let’s review Christensen’ s theory. As companies mature, they tend to
cater to the high end of a market and improve products by increments.
Eventually , they add capabilitie s that exceed what most customers want or
need. By this time, the incumbents have developed myopia, focusing on
profitable niches to the exclusion of the low end of a market. And so they
overlook the potential of new technologies, trends, and ideas. This creates
an opening for scrappy outsid ers to offer cheaper , simpler , and more
accessible produ cts to a wider array of customers who are less demanding.
As the new technology improve s, the newcomer ’s market share grows until
it eventually overtakes the incumbent.
When disruptive technologies debut, they’re often dismissed as toys
because they undershoot user needs. The first telephone, invented in the
1870s, could carry voices only short distances. The leading telco of the
time, Western Union, famously passed on acquiring the phone because it
didn’ t see how the device could possibly be useful to the company’ s
primary customers, which were businesses and railroads. What Western
Union failed to anticipate was how rapidly telephones and their underlying
infrastructure would improve. The same thing happened a century later
when minicomputer manufacturers, like Digital Equipment Corporation and
Data General, ignored PCs in the 1970s and, in ensuing decades, when
desktop computing leaders, like Dell and Microsoft, missed out on
smartphones. Time and again, a sling and rock beat a lumbering
swordsman.
Yet not every product that looks like a toy will become the next big
thing. Some toys remain just that, toys. To distinguish the duds from the
disrupters, products need to be evaluated as processes.
Disruptive products ride expone ntial forces that cause them to improve
at surpri sing rates. Products that get better incrementally are not disruptive.
Bit-by-bit improvements yield weak forces. Exponential growth comes
from stronger forces that have compounding effects, including network
effects and platform-app feedback loops. Software comp osability—a
property describing code that is reusable so developers can more easily
extend, adapt, and build on what exists—is another source of exponential
growth. (Much more on this in “Community-Created Software.”)
The other critical feature of disruptive technologies is that they are
misaligned with incumbent business models.
The Nature of Disruption
- Exponential growth in software stems from compounding forces like network effects and code composability, which allow developers to build on existing work.
- Disruptive technologies are defined by their misalignment with incumbent business models, making them difficult for established leaders to adopt or even recognize.
- Current advancements like AI and VR are classified as sustaining technologies because they reinforce the data and computing advantages of Big Tech giants.
- The historical dismissal of blockchain and tokens by major corporations suggests that these technologies possess the classic hallmarks of a disruptive force.
Incumbents missing disruptive innovation is what makes it disruptive.
yield weak forces. Exponential growth comes
from stronger forces that have compounding effects, including network
effects and platform-app feedback loops. Software comp osability—a
property describing code that is reusable so developers can more easily
extend, adapt, and build on what exists—is another source of exponential
growth. (Much more on this in “Community-Created Software.”)
The other critical feature of disruptive technologies is that they are
misaligned with incumbent business models. (I discuss in detail how tokens
fit this mold in part 5, “What’ s Next.”) You can be sure that Apple is
working on phones with better batteries and cameras. It would be foolish
for a startup to try to compete with the company on that basis. Apple knows
that improving its phones will make the phones more valuable and help it
grow its core business: selling phones. A more interesting startup idea
would be something that makes phones less valuabl e. This is something
Apple is far less likely to pursue.
A product doesn’ t have to be disruptive to be valuable, of cours e. There
are plenty of products that are useful from day one and continue being
useful long-term. These are what Christensen calls sustaining technologies.
When startups build sustaining technologies, they are often acquired or
copied by incum bents. If a comp any’s timing and execution are right, it can
create a successful business on the back of a sustaining technology .
Few people doubt the significance of many modern technology trends,
including artificial intelligence and virtual reality . These invent ions play to
the advantages of companies like Meta, Microsoft, Apple, and Google,
which have the computing power , the data, and the resources to fund their
costly development. Big Tech is investing heavily in these areas. Upstart
competitors, like OpenAI, need to raise billions of dollars just to compete.
(OpenAI has reportedly raised $13 billion from Microsoft.) While some
people question how these technologies will square with the traditional
ways these companies make money , it’s likely that they will extend
preexisting business models. In other words, they’re sustaining
technologies.
To be clear: I believe AI and VR have profound potential, so much so
that I co-founded an AI startup back in 2008 and was an early investor in
Oculus VR (which Facebook bought in 2014). My point is just that Big
Tech recognizes the potential of these technologies too, which makes them
less disruptive in the strict sense intended by Christensen. Although people
now use “disruption” casually , the term has a precise academic meaning.
Disruptive technologies are, by definition, harder to spot than sustaining
ones. They elude experts—and that’s the point. Incumbents missing
disruptive innovation is what makes it disruptive.
One might be forgiven for mixing up the categories. Even Christensen,
the expert on the matter , erred. He famously misread the iPhone as a
sustaining technology , miscalculating that the device would merely extend
the market for phones when, in fact, it would disrupt a much bigger
potential market—the market for computers. Such is the innovator ’s
dilemma; even innovators nod.
Incumbents are opening themselves to disruption yet again. Few big
companies have taken blockchains and tokens seriously to date, unlike what
they’ve done with AI and VR. Established players don’t recognize their
significance. In the years since Bitcoin and Ethereum debuted, only one
tech giant has made a real run at tokens. Meta started a blockc hain project
called Diem, formerly Libra, in 2019. Two years later the company sold off
its assets and shut down its related digital wallet product, Novi. It’s no
coincidence, in my view , that Meta also happens to be the only Big Tech
company still led by its founde r. It takes a visionary to even try to buck
convention.
Tokens have all the earmarks of a disruptive technology .
The Evolution of Blockchain Networks
- Tokens function as a new computing primitive, offering programmability and composability that enable diverse applications from social networks to virtual economies.
- Skeptics often overlook the power of network effects, much like those who previously dismissed websites and social media posts as insignificant.
- Using urban planning as an analogy, the text argues that healthy digital networks require a balance between public shared spaces and private commercial incentives.
- Blockchain networks serve as a necessary alternative to corporate-owned platforms, aiming to restore community control and the 'read-write-own' era of the internet.
A city owned by a private company would, in contrast, be a soulless simulacrum.
he years since Bitcoin and Ethereum debuted, only one
tech giant has made a real run at tokens. Meta started a blockc hain project
called Diem, formerly Libra, in 2019. Two years later the company sold off
its assets and shut down its related digital wallet product, Novi. It’s no
coincidence, in my view , that Meta also happens to be the only Big Tech
company still led by its founde r. It takes a visionary to even try to buck
convention.
Tokens have all the earmarks of a disruptive technology . They are
multiplayer , like websites and posts, the disruptive computing primitives of
earlier internet eras. They become more useful as more people use them—a
classic network effect that primes them to be much more than mere
playthings. The blockchains that underpin them are also improving at a
rapid rate, driven by platform-app feedback loops that generate compound
growth. Tokens are programmable, so developers can extend and adapt
them for myriad applications, such as social networks, financial systems,
media properties, and virtual economies. They are also composable,
meaning people can reuse and recombine them in different contexts,
amplifying their power .
Skeptics who once dismissed websites as “dot-bombs” and who
similarly derided social media posts as nothing more than idle chatter failed
to see their power . They misunderstood—and missed out on—the
extraordinary forces that network effects unleash. New trends and
inventions take hold when the networks that sprout around them kick off
compound growth. Websites rose in tandem with the read-era protocol
network of the web. Posts rose in tandem with read-write-era corporate
networks like Facebook and Twitter .
Tokens are, in the read-write-own era, the latest computing primitive to
grow and flourish amid a new kind of internet-native network.
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6. Blockchain Networks
Cities have the capability of providing something for everybody, only because, and only
when, they are created by everybody.
—Jane Jacobs
What makes a great city?
The world’s best metropolises are a mix of public and private spaces.
Parks, sidewalks, and other shared spaces attract visitors and improve daily
life. Private spaces create incen tives for people to build busine sses, adding
variety and essential services. A city with only public spaces would lack the
creative vitality that entrepreneurs bring. A city owned by a private
company would, in contrast, be a soulless simulacrum.
Great cities are built from the ground up by many different people with
varying skills and interests. The public and private depend on each other . A
pizza shop attracts pedestrians off the sidewalk, converting them into
customers. But it also brings more people to the sidewalk and helps pay for
its main tenance with its contribution to city revenues through taxes. The
relationship is symbiotic.
Urban planning provides a helpful analogy for the design of networks.
Of the existing large networks, the web and email are the closest to great
cities. As we’ve said, the communities that build on these networks govern
them and receive their economic benefits. Communities, not companies,
control the network effects. Entrepreneurs have a strong incentive to build
on top of these networks becau se of predictable rules that guarantee they
own what they build.
The internet should feature the same balance between public and private
spaces as seen in healthy cities. Corporate networks are like private real
estate that entrepreneurs can develop. They are nimble and resourceful. But
their success can subsume the commons, crowd out alternatives , and reduce
opportunities for users, creators, and entrepreneurs.
An alternative to protocol and corporate networks is needed to restore
the internet’ s balance. I call these new networks blockchain networks
because they have blockchain s at their core. Bitcoin was the first
blockchain network.
The Promise of Blockchain Networks
- Corporate networks prioritize owner interests over users, often leading to the crowding out of alternatives and restricted opportunities.
- Blockchain networks provide a new alternative by placing immutable software at the core of the network rather than relying on hardware owners.
- Historically, network designs were limited by the fear that nodes could 'turn evil,' necessitating either weak protocols or centralized corporate control.
- The inversion of the hardware-software relationship allows for rich, expressive network designs with built-in consensus and economic incentives.
- These networks span a layered architecture, encompassing both base infrastructure like Ethereum and specific applications like decentralized finance.
Recall that blockchains put software in charge, inverting the traditional relationship between hardware and software.
seen in healthy cities. Corporate networks are like private real
estate that entrepreneurs can develop. They are nimble and resourceful. But
their success can subsume the commons, crowd out alternatives , and reduce
opportunities for users, creators, and entrepreneurs.
An alternative to protocol and corporate networks is needed to restore
the internet’ s balance. I call these new networks blockchain networks
because they have blockchain s at their core. Bitcoin was the first
blockchain network. Satoshi Nakamoto and the project’ s other contributors
built it for a specific purpos e: cryptocurrency . But more generalized
constructions are possible. Technologists have since extended the
underlying design of blockchain networks—and the closely related concept
of tokens, which enable distributed ownership—to many more kinds of
digital services. They’ve extended it not just to financial networks, but also
to social networks, game worlds, marketplaces, and more.
Before blockchains, network architectures were more limite d. With
traditional computers, the people who own the computer hardware are in
charge. They can change the software however and whenever they like.
Therefore, when designing networks for traditional computers, one must
assume that any software acting as a network node can potentially “turn
evil”—changing behavior to serve the interests of the owner over the
interests of the network’ s users. This assumption restricts the range of
feasible network designs. Historically , only two have worked: (1) protocol
networks, where a long tail of weak network nodes limits power to the point
that it doesn’ t matter if some nodes turn evil; and (2) corporat e networks,
which invest all power with the corporate owners in the hope that they don’t
act badly .
Blockchain networks take a different approach. Recall that blockchains
put software in charge, inverting the traditional relationship between
hardware and software. This allows network designers to take full
advantage of the expressivity of software. They can engineer blockchain
networks to have persistent rules encoded in software that are resilient to
changes in the underlying hardw are. The rules can cover every aspect of the
network, including who gets access, who pays fees, how much gets
charged, how economic incentives are allocated, and who can modify the
network under what circumstances. Blockchain network designers write the
core network software but don’t need to worry about nodes in the network
turning evil and undermining the system. They can instead rely on built-in
consensus mechanisms to keep nodes in check.
Blockchains make network design as rich and expressive as software,
and they do so on top of solid, persistent foundations. The designs I
describe ahead represent what I believe to be the emer ging best practices for
blockchain netw orks, but the breadth of opportunity afforded by software’ s
design space could have broader implications than what I discuss. It is
possible that there will be other network designs—ones not yet even
considered—that will improve upon the ideas presented here. In fact, I
expect that to be the case, since almost any network design one can imagine
can be encoded in software.
I should note that I use “blockc hain networks” as an umbrella term to
describe both infrastructure and application layers of the tech stack. If you
recall, the intern et is like a layer cake. Networking across devic es comes at
the bottom of the stack. Infrastructure blockchain networks build on top of
this. Some of the most popular general-purpose infrastructure networks
include Ethereu m, Solana, Optimis m, and Polygon. Above this layer are
application blockchain networ ks, including DeFi networks like Aave,
Compound, and Uniswap, and newer networks that power things like social
networks, games, and marketplaces.
(A quick note about terminology . Many industry practitioners refer to
application blockchain networks as “protocols.
Scaling the Blockchain Stack
- Blockchain networks are organized into layers, ranging from general-purpose infrastructure like Ethereum to specialized application networks like DeFi protocols.
- Recent improvements in scaling technology have significantly lowered transaction fees and increased throughput, moving blockchains toward internet-scale capabilities.
- Performance metrics have jumped from the 7-15 transactions per second seen in early networks to hundreds of thousands in newer systems like Aptos and Sui.
- Layer two 'rollups' increase processing power by shifting heavy computation off-chain while using advanced cryptography to verify results on the main network.
- A platform-app feedback loop drives investment, where new infrastructure enables new applications that in turn necessitate further infrastructure improvements.
Imagine paying a few dollars every time you want to upload a post or click “like”—it would be impractical.
f the stack. Infrastructure blockchain networks build on top of
this. Some of the most popular general-purpose infrastructure networks
include Ethereu m, Solana, Optimis m, and Polygon. Above this layer are
application blockchain networ ks, including DeFi networks like Aave,
Compound, and Uniswap, and newer networks that power things like social
networks, games, and marketplaces.
(A quick note about terminology . Many industry practitioners refer to
application blockchain networks as “protocols.” As I’ve said before, I avoid
this naming convention to prevent confusion with protocol networks, like
email and the web, which are, in my framework, a separate category . It
doesn’ t help that some blockchain-related companies take their names from
the underlying application netw orks that they’re built on. Compound Labs,
a company that makes client software, is distinct from Compound, the
underlying application network , for example. Compound Labs develops
websites and apps that provi de access to Compound, the underlying
network, similar to the way Google develops Gmail to access email.)
Although blockchains have been around for more than a decade, they
have started operating at internet scale only in the past few years. This is
due to improvements in blockc hain scaling technology , which lowers the
usage fees blockchains charge and increases the throughput and speed of
transactions. In the past, blockchain transaction fees were too unpredictable
and steep for high-frequency activities like social networking. Imagine
paying a few dollars every time you want to upload a post or click “like”—
it would be impractical. In contrast, DeFi networks succeeded despite
scaling limits because they generally perform low-frequency , high-volume
transactions. If you’re dealing with tokens valued at tens, hundreds, or
thousands of dollars, paying a few dollars in fees is less of an imposition.
Blockchain performance is steadily improving, following the same
platform-app feedback loop that has propelled past computing waves. New
infrastructure enables new applications, which in turn drives investment
back into infrastructure. Early blockchains like Bitcoin and Ethereum
currently process 7 to 15 transactions per second (TPS) on average. Higher -
performance blockchains have increased performance by multiple orders of
magnitude, including Solana (65,000 TPS), Aptos (160,000 TPS), and Sui
(11,000–297,000 TPS). In addit ion, Ethereum has continued to deliver on
its road map of technology updates, which has the potent ial to scale
throughput by more than a thousand times. Evaluating blockchain
performance fairly and accurately can be a challenge due to the
particularities of each network and the nuances involved in benchmarking;
nevertheless, the progress here has been promising.
A variety of technologies have contributed to these performance
improvements. One example, in Ethereum’ s case, is “rollups”: second-layer
blockchain networks that shift heavier computations “off chain” to
traditional computers and then send the results back to the blockchain so
that it can verify their correctness. These “layer two” system s build on
developments in theoretical computer science that make it so computers can
verify computations more efficiently than they can perform those same
computations. They depend on advanced cryptographic and game-theoretic
methods that have taken technologists years to perfect. Rollups increase the
processing power of blockchains while maintaining the strong commitment
guarantees that make them useful in the first place.
Today , many applications that can be built using corporate network
architectures can also be built using blockchain architectures. But elaborate
infrastructure optimizations are often required, meaning that development
teams need to have both appli cation and infrastructure expertise, which
makes development more dif ficult and expensive.
The Blockchain Goldilocks Zone
- Maturing infrastructure like rollups is abstracting away complexity, allowing developers to focus on user experience rather than esoteric scaling issues.
- Blockchain networks combine the core service capabilities of corporate models with the community governance and predictability of protocol networks.
- Unlike corporate entities, blockchain networks have hard-capped pricing power, which prevents them from arbitrarily raising take rates and encourages ecosystem growth.
- These networks inhabit a 'Goldilocks zone' where the core system is large enough to support basic services but not so big as to monopolize the network.
- Blockchain architecture achieves a unique balance by being logically centralized through code while remaining organizationally decentralized through its participants.
Blockchain networks inhabit the “Goldilocks zone.” They consist of small core systems surrounded by rich ecosystems of creators, software developers, users, and other participant s.
to perfect. Rollups increase the
processing power of blockchains while maintaining the strong commitment
guarantees that make them useful in the first place.
Today , many applications that can be built using corporate network
architectures can also be built using blockchain architectures. But elaborate
infrastructure optimizations are often required, meaning that development
teams need to have both appli cation and infrastructure expertise, which
makes development more dif ficult and expensive.
As we’v e seen in past computing cycles, a key moment will be when
the infrastructure becomes good enough that application developers no
longer need to think about infrastructure. If a team is building a blockchain-
based video game, it shouldn’ t have to worry about esoteric infrastructure
scaling issues. Its exclusive focus should be on making the game fun.
Similarly , before the iPhone, developers had to be experts in both
application design and GPS technology to build location-based applications.
The iPhone abstracted away the infrastructure complexity and let
developers do what they do best: build great user experiences. Based on
current trends, blockchains should reach a point where division of labor acts
as a force multiplier in the next few years.
The benefit of building on block chain networks is that they combine—
and improve on—the most desirable properties of earlier network designs.
Like corporate networks, block chain networks can run core services that
enable advanced functionality , but they do so on decentralized blockchains
rather than on private company servers. Like protocol networks, blockchain
networks are governed by comm unities. And both protocol and blockchain
networks have predictability— as well as low or no take rates—which
encourages innovation at the network edges.
Yet the built-in economics of blockchain networks make them more
powerful than protocol networks could ever hope to be, and I say that as a
longtime believer in and supporter of protocol networks. The revenue-
generating take rates of corpora te and blockchain networks can fund core
services and allow these network s to attract capital and make investments to
accelerate growth. Unlike corpo rate networks, though, blockcha in networks
have weak pricing power , meaning they cannot easily raise take rates (for
reasons we’ll discuss in depth in “Take Rates”). This constr aint—hard-
capped pricing power—benefit s the community and further encourages
people to build on, create for , and participate in the network.
Each network type has a distinct shape and structure based on its unique
qualities. We’ve already seen how protocol networks distribute power
broadly among participants and how corporate networks are lorded over by,
well, corporate overlords. The architecture of blockchain networks is
different from both. Blockchain networks inhabit the “Goldilocks zone.”
They consist of small core systems surrounded by rich ecosystems of
creators, software developers, users, and other participant s. Whereas
corporate networks centralize most activities in a bloated core and protocol
networks have no core, in blockchain networks the core is just right—big
enough to support basic servic es, but not so big as to monopolize the
network.
Blockchain networks are logically centralized but or ganizationally
decentralized. Logical centralization means that centralized code maintains
the canonical state of the network. Blockchains allow rules to be encoded in
software that can be overridden by neither the hardware nor the people who
own the hardwa re. The core software runs on a blockchain (or “on chain”)
and contains basic system services that allow network participants to agree
on the state of the virtual compu ter. Depending on the type of network, the
core state can represent things like financial balances, social media posts,
game actions, or marketplace transactions.
Principles of Blockchain Networks
- Blockchains establish a canonical state through software rules that cannot be overridden by hardware owners or individuals.
- Unlike corporate networks that often trap users in an 'attract-extract' pattern, blockchain networks distribute control among stakeholders like users and creators.
- Most blockchain projects begin with a centralized founding team and transition to community governance through a process called progressive decentralization.
- Effective network design involves keeping the core software minimal while shifting the bulk of development and decision-making to the community.
- DAOs serve as the financial and governing core of these networks, operating through self-executing code and token-based consensus.
Blockchains allow rules to be encoded in software that can be overridden by neither the hardware nor the people who own the hardware.
s
the canonical state of the network. Blockchains allow rules to be encoded in
software that can be overridden by neither the hardware nor the people who
own the hardwa re. The core software runs on a blockchain (or “on chain”)
and contains basic system services that allow network participants to agree
on the state of the virtual compu ter. Depending on the type of network, the
core state can represent things like financial balances, social media posts,
game actions, or marketplace transactions. Having a core makes it easy for
developers to build around the network while also providing a mechanism
—such as the ability to take a small cut of transactions—to accrue capital
that can be reinvested in growth.
Corporate networks are logically centralized too. They run core code in
privately owned data centers, rather than on distributed virtual computers.
But corporate networks are also organizationally centralized. The design
has adva ntages, but it comes at a price: company management controls the
hardware and can change the rules of the network at any time, for any
reason. This leads to the inevita ble “attract-extract” pattern, which feels to
network participants like a bait and switch, as discussed in “Corporate
Networks.”
Blockchain netw orks avoid this fate by placing control of the network
in community members’ hands. The communities can consist of a variety of
stakeholders, including token holders, users, creators, and developers. In
most modern systems, changes to a blockchain network can occur only by a
vote, usually by users who hold tokens that represent governance rights.
This provides assurances to those who depend on the network that the rules
will change only when it’s in the community’ s interest. (I cover blockchain
governance, including its challenges and opportunities, in “Network
Governance.”)
Blockchain networks usually don’t start out organiza tionally
decentralized, though. In their embryonic stage, they almost always have a
small founding team that is managed from the top down. Afterward, a
larger, bottom-up community of builders, creators, users, and others takes
on main tenance and development duties. There’ s no limit to how large these
communities can get; many blockchain communities today number in the
hundreds, thousa nds, or more. The job of the founding team is to design the
core software for the network and an incentive system that encourages
growth. After that, they hand control over to the community through a
process of progressive decentralization.
An important consideration is deciding what should be centralized and
what should be left to community development. The goal shouldn’ t be to
pack everything into the core and mimic corporate networks. Too much
centralization will re-create the same problems that corporate networks
produce. There should be some central planning, but entrepreneurs should
do the bulk of the development. As a rule, if a component of the system can
be shifte d to the community , it should be. The core should perform only
basic services on chain, such as managing governance and community
incentives.
One common aspect the community might control is the treasury , a
blockchain network’ s financial core. The communities that control these
treasuries are, as we’ve covered , sometimes called DAOs, or decentralized
autonomous organizations. DAOs are somewhat misnamed. They’re not
autonomous like self-driving cars are autonomous. Rather , they’re
autonomous in the sense that they are blockchain based; the code that
governs them runs on chain and can self-execute when certain conditions
are met, such as when participants reach a consensus, usually through token
voting. On-chain code can run in perpetuity , execute programmatically , and
hold money without depending on outside institutions. DAOs are like the
network equivalent of homeowners’ associations, making and enforcing
rules for communities, but with more automation.
Consider the city analogy again.
Blockchain as Digital Cities
- DAOs use on-chain code to self-execute governance decisions and hold funds without relying on external institutions.
- The development of a blockchain is compared to urban planning, where tokens represent land grants that incentivize early residents and developers.
- Property rights and predictable governance are essential for encouraging entrepreneurs to invest their time and money into a digital ecosystem.
- Blockchain networks shift software development from a top-down corporate model to a bottom-up, crowdsourced model similar to Wikipedia.
- This collaborative structure ensures that the interests of the city and its residents are mutually dependent and aligned for growth.
Think Zen. The project belongs to no one and to everyone.
ense that they are blockchain based; the code that
governs them runs on chain and can self-execute when certain conditions
are met, such as when participants reach a consensus, usually through token
voting. On-chain code can run in perpetuity , execute programmatically , and
hold money without depending on outside institutions. DAOs are like the
network equivalent of homeowners’ associations, making and enforcing
rules for communities, but with more automation.
Consider the city analogy again. In a well-designed city, you would
expect to have a town hall, a police department, a post office, schools,
sanitation crews, and other essentials. Residents and businesses depend on
these services, which offer a foundation upon which to develop the rest of
the city. Municipal services are centralized for efficiency , but they are still
beholden to the populace. The community controls the services through
elections.
Blockchain functions have neat analogues in urban planning. Starting a
blockchain network is like building a new city on undevelope d land. The
city designer constructs some initial buildings and then designs a system of
land grants and tax incentives for residents and developers. Property rights
—ownership—play a key role, providing strong commitments that property
owners will get to keep what they own and can feel comfortab le investing
in it. As the city grows, so does the tax base. Taxes are reinvested into
public projects like streets and parks, more land is given away , and the city
grows.
In the case of blockchain netwo rks, token rewards are like land grants,
incentives given to contributors for various activities. Tokens confer
ownership, enshrining property rights. Take rates are like city taxes, fees the
network charges for access and transactions. DAOs are like city
governments, responsible for overseeing the development of infrastructure,
resolving disputes, and allocating resources to maximize the network’ s
value. Through this combina tion of features, successful blockchain
networks encourage bottom-up, emer gent economies.
Imagine you are an entrepreneu r looking to start a local business. The
first thing you will want to know is the rules of the city you’re in. Are they
predictable? Will any rule change follow a fair process? Are the taxes
reasonable? If your business succeeds, will you receive the financial
upside? Fairness and predictability encourage you to invest your time and
money . Your success and the city’s success are mutually dependent. You
have an incentive to help the city grow and prosper , and the city has an
incentive for you to grow and prosper as well. The considerations are the
same in a blockchain network.
The bottom-up, collaborative software development model of
blockchain netw orks might seem strange to those more familiar with the
top-down, corporate software development model. But bottom-up
development is what built protocol networks and continues to build open-
source software. It is also the same spirit of crowdsourced collaboration that
powers websites like Wikipedia. Blockchain networks take this long-
standing model and apply it to the killer app of the internet, networks.
In the next section, we’ll explore the most compelling features of
blockchain networks, starting with their embrace of openness . We’ll dig
into software composability and low take rates, which give blockchain
networks competitive advantages over other network types. We’ll tease
apart blockchain networks’ economics, including the incentives and strong
commitments they offer to users, developers, and creators. And we’ll see
how these properties encourage the formation of real communities—
inclusive and expansive sets of stakeholders who guide, govern, and share
in the value these networks create.
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7. Community-Created Software
Think Zen. The project belongs to no one and to everyone.
Software's Economic Evolution
- Blockchain networks align incentives to foster inclusive communities where stakeholders collectively guide and share in network value.
- Bill Gates shifted the tech industry's focus from hardware to software by exploiting network effects and platform-application feedback loops.
- The open-source movement challenged corporate dominance by establishing a worldwide community that shares source code in cyberspace.
- The commoditization of software led the tech industry to move up the stack, transitioning into the modern software as a service (SaaS) model.
- The early read-write era of the internet saw a surge in APIs and mash-ups, creating temporary hope for universal interoperability.
Think Zen. The project belongs to no one and to everyone.
etitive advantages over other network types. We’ll tease
apart blockchain networks’ economics, including the incentives and strong
commitments they offer to users, developers, and creators. And we’ll see
how these properties encourage the formation of real communities—
inclusive and expansive sets of stakeholders who guide, govern, and share
in the value these networks create.
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7. Community-Created Software
Think Zen. The project belongs to no one and to everyone.
—Linus Torvalds
Until the 1970s, being in the tech business meant selling hardware,
including micro chips, data storage, and computers. Then a contrarian idea
popped into the head of a shrewd kid. What if software could be a good
business? In fact, what if it could be a great business—even better than
hardware? Compelled to test the theory , the guy abandoned plans for law
school, dropped out of college, and founded Microsoft.
I’m talking about Bill Gates, of course. Gates recognized that operating
systems for personal computers could accumulate immense power through
the harnessing of network effects. He foresaw that consumers would flock
to operating systems and softw are applications instead of the hardware
underneath. Application developers would build for the most popular
operating systems, not the best-selling machines. This would create a self-
reinforcing platform-app feedback loop. Software would be king.
Incumbents had no idea what was about to hit them. In 1980, IBM
agreed to license Microsoft’ s early crown jewel, the DOS opera ting system,
in a deal that allowed Microsoft to continue to sell the softw are to other
manufacturers. IBM failed to appreciate its oversight. More PC makers
were entering the fray, copying IBM’ s designs, and turning computer
hardware into a commodity . This was the context in which Microsoft
flooded the zone, spreading its operating systems far and wide until they
became the industry standard. For the next twenty years, software was the
most lucrative business in technology .
But another turn of the tech cycle would arrive, and as Microsoft grew
more powerful, a sect of progra mmer activists struck back by forming the
open-source software movement. As Tim O’Reilly , the tech publishing
magnate, described the situation in his 1998 blog post “Freeware: The Heart
& Soul of the Internet,” “Despite all Microsoft’ s efforts to convince the
world that the capital city of the Internet is in Redmond, and Netscape’ s
rival claims that it’s in Mountai n View, the real headquarters exist only in
cyberspace, in a worldwide, distributed community of developer s who build
on each other ’s work by sharing not only ideas but the source code that
implements those ideas.”
The open-source movement would put downward pricing pressure on
software. In particular , the movement would commoditize server -side
software, the kind that runs in data centers—a shift that echoed the
hardware-to-software upheaval Microsoft once led. Tech industry players
responded by “moving up the stack,” focusing on services instead of
software. A new buzzword—“software as a service,” or SaaS—soon took
root.
Fast-forward to today and most tech companies are in the services
business. They charge either for services or for advertising connected to
services. Google , Meta, Apple, and Amazon are all in the services business.
Tellingly , even Microsoft, the pioneer of the software model, now considers
itself a services company .
In the 2000s, at the beginning of the read-write era, it seemed as if the
shift to services might lead to greater openness and interoperab ility across
the internet. APIs, which connect internet services, were all the rage.
Developers were creating services that remixed, modified, and reused other
services into so-called mash-up s. YouTube gained popularity as a video
widget to be embedded in blogs and other websites. Early delivery and ride-
sharing apps hooked into Goog le Maps.
The Fall of the Open Web
- During the early Web 2.0 era, the internet was characterized by a spirit of interoperability where developers freely remixed services using APIs.
- The rise of smartphones and the iPhone catalyzed a platform shift that favored corporate networks over open protocol networks.
- Following the attract-extract cycle, dominant platforms eventually prioritized corporate extraction over participant benefits, leading to the closure of open APIs.
- The open web's decline resulted in a concentrated internet where user time is largely spent within a few massive corporate silos like Facebook.
- Interoperability survives primarily in the PC gaming sector, where modding culture allows users to remix games and has even birthed hits like League of Legends.
APIs withered, interoperability fizzled, and the open internet got packed away into silos.
ces company .
In the 2000s, at the beginning of the read-write era, it seemed as if the
shift to services might lead to greater openness and interoperab ility across
the internet. APIs, which connect internet services, were all the rage.
Developers were creating services that remixed, modified, and reused other
services into so-called mash-up s. YouTube gained popularity as a video
widget to be embedded in blogs and other websites. Early delivery and ride-
sharing apps hooked into Goog le Maps. Blogs and social netw orks bolted
on comm enting apps like Disqus and showcased third-party photos from
sites like Flickr . They did this all for free; no one asked for permission.
At the time, it seemed as if a spirit of interoperability might suffuse the
internet forever . In a retrospective for The Atlantic in 2017 , the journalist
Alexis Madrigal captures the decade-earlier optimism:
In 2007, the web people were triumphant. Sure, the dot-com boom
had busted, but empires were being built out of the remnant swivel
chairs and fiber optic cables and unemployed developers. Web 2.0
was not just a temporal descripti on, but an ethos. The web would be
open. A myriad of services would be built, communicating through
APIs, to provide the overall internet experience.
And then, in another turn of events, the iPhone debuted. The ground
suddenly shifted with the rise of smar tphones. Protoco l networks lost their
balance, and corporate networ ks gained the surer footing, as Madrigal
relates:
As that world-historical explosio n began, a platform war came with
it. The Open Web lost out quickly and decisively . By 2013,
Americans spent about as much of their time on their phones
looking at Facebook as they did the whole rest of the open web.
Blame the cruel logic of corpo rate extraction for what went wrong. As
we’ve covered, the attract-extract cycle arises, inescapably , from an
inherent tension in the design of corporate networks. The path follows the
tech adoption S-curve. After a certain point, what’ s good for a network
owner conflicts with what’ s best for network participants. In the early
2010s, mobile phones catalyzed a platform shift that accelerate d the rise of
corporate networks. As corporate networks gained ground, their optimal
business strategy switched from attract to extract. With so many corporate
networks switch ing to extract mode at once, power rapidly concentrated.
APIs withered, interoperability fizzled, and the open internet got packed
away into silos.
Modding, Remixing, and Open Source
Interoperability still persists in some categories of internet services. It
thrives, notably , in video games where users create “mods”: game remixes
or DIY components that can consist of altered art, modified gameplay ,
randomized game elements, add-ons such as new weapons or tools, and
other custom bits.
Modding has been around since the beginning of PC gaming in the
1980s. At the time, gamers were mostly programmers who liked to
experiment with software—hackers, in other words. Game studios knew
what their audiences craved and so embraced modding. id Software, maker
of the hit first-person shooter game Doom, was perhaps the most famous
example. In 1994, one Doom player went so far as to re-cre ate inside the
game the 1986 sci-fi movie Aliens, Xenomorph-grappling exoskeleton suit
and all. The 1996 sequel to Doom, Quake, even included its own
programming language to make modding easier .
Today , modding is mainstream in gaming on PCs, where the platforms
tend to be more open than they are on consoles and mobile phones. The
popular PC game store Steam has hundreds of millions of pieces of user-
generated game mods and components. It’s not uncommon for hit games to
begin as mods of other games, including League of Legends (an adaptation
of a Warcraft III mod called Defense of the Ancients ) and Counter -Strike (a
mod of the first-person shooter game Half-Life ).
The Art of Software Composition
- Modding has evolved from a niche hobby into a mainstream driver of gaming culture, spawning massive hits like League of Legends and Counter-Strike.
- Open-source software transitioned from a radical 1980s ideology into the foundational technology powering most modern phones and data centers.
- The concept of composability allows software to be built like Lego bricks, enabling developers to assemble complex systems from smaller pieces.
- Platforms like GitHub host a global branching tree of billions of interconnected ideas, facilitating collaboration between millions of strangers.
The collective set of code repositories make up a branching tree of billions of interconnected ideas created by millions of people, most of whom have never met, yet who work collaboratively to advance the global store of knowledge.
odding easier .
Today , modding is mainstream in gaming on PCs, where the platforms
tend to be more open than they are on consoles and mobile phones. The
popular PC game store Steam has hundreds of millions of pieces of user-
generated game mods and components. It’s not uncommon for hit games to
begin as mods of other games, including League of Legends (an adaptation
of a Warcraft III mod called Defense of the Ancients ) and Counter -Strike (a
mod of the first-person shooter game Half-Life ). Most of the content in the
popular game Roblox is gene rated by users who create and remix existing
game content. Making and remaking things is a big part of the game’ s
appeal.
Many video games are playgrounds for modding, but the area where the
activity has found the greatest success is open-source software.
Contributors typically work as volunteers, often on a part- time basis.
They’re loosely organized and scattered around the world, and they depend
on remo te collaboration and knowledge sharing. Anyone can reuse open-
source code in their own software, free of char ge, with minimal restrictions.
Open source began as a radical idea, part of a fringe political movement
in the 1980s. Proponents opposed the idea of copyrighting code on
ideological grounds, believing that anyone should be allowed to tinker with
software as they please. The campaign became a more pragmatic
technology movement in the 1990s, yet still remained mostly at the edges of
the software industry . It wasn’ t until the 2000s that open source started
going mainstrea m, particularly following the rise of the now ubiquitous
open-source operating system Linux.
Given open-source software’ s humble origins, it might surprise you to
learn that most software runnin g in production around the world today is
open source. When your phone connects to the internet, it talks to
computers in data centers, most of which are running open-source software
like Linux. Android phones run mostly open-source software, including
Linux. Most next-generation devices like self-driving cars, drones, and VR
headsets run Linux and other open-source code. (iPhones and Macs run a
mix of open-source and proprietary software from Apple.)
How did open source take the world by storm? One of the main reasons
the movement has been so successful is a feature of software known as
composability .
Composability: Software as Lego Bricks
Composability refers to a property of software that allows smaller pieces to
be assembled into larger compositions. Composability depends on
interoperability , but it takes the idea further by combining syste ms the way
one builds using Lego bricks, as mentioned in “Tokens.” Composing
software is like making music or writing, where larger creations, like
symphonies or novels, are comp osed of smaller parts, like strings of notes
or words.
Composability is so central to software that most computers assume all
code is composable by default. Computers enact this assumption via a two-
step process when preparing to run code. First, a program called a compiler
converts the software’ s source code, written in a human-readable language,
into a lower -level, machine-readable language. Then all the other
composable bits of code referenced by the software are brought in by a
program called a linker . The linker links—or composes—all the pieces of
code into one big executable file. And so software is an art of composition.
Composability unlocks the best humanity has to offer. Almo st every
project on GitHub, an online code repository for open-source developers,
contains references to other open-source projects hosted there. For most
projects, the bulk of their code is new compositions of other code. The
collective set of code repositori es make up a branching tree of billions of
interconnected ideas created by millions of people, most of whom have
never met, yet who work colla boratively to advance the global store of
knowledge.
Software's Compounding Power
- Platforms like GitHub enable a global collaboration where developers build upon a branching tree of billions of interconnected ideas.
- Composability acts as software's version of compounding interest, where code created once can be reused infinitely to drive exponential productivity.
- This model leverages encapsulation and the wisdom of crowds, allowing developers to integrate complex expertise without needing to understand every underlying detail.
- The advancement of composable services is currently stalled by the lack of sustainable business models and the closed-off nature of corporate networks.
The collective set of code repositori es make up a branching tree of billions of interconnected ideas created by millions of people, most of whom have never met, yet who work colla boratively to advance the global store of knowledge.
nlocks the best humanity has to offer. Almo st every
project on GitHub, an online code repository for open-source developers,
contains references to other open-source projects hosted there. For most
projects, the bulk of their code is new compositions of other code. The
collective set of code repositori es make up a branching tree of billions of
interconnected ideas created by millions of people, most of whom have
never met, yet who work colla boratively to advance the global store of
knowledge. (And if you need more proof of open source’ s mainst ream
arrival: GitHub is now owned, ironically , by the movement’ s formerly
biggest adversary , Microsoft.)
The power of composability is that once a piece of software is written,
it never needs to be written again. If you browse GitHub, you’ll see free
open-source code for almost anything you might want to do, from math
formulas to website development to video game graphics. The code can
simply be copie d and reused as a component in other softwar e. Then the
other software can be copied and reused, ad infinitum. When this happens
inside a company , it makes the company more productive. When this
happens in open-source repositories, it speeds up software development
everywhere.
Albert Einstein once purportedl y said that compounding interest is the
eighth wonder of the world. Whether or not Einstein actually said this (he
probably didn’ t), the wisdom holds true. Principal generates interest, which
grows the principal, yields more interest, and piles up ever greater returns.
The remarkable effects of compound growth are not limited to finance.
Many things in the world that grow exponentially do so because of
underlying compounding processes. For instance, exponential
improvements in computing hardware are described by Moore’ s law, as
discussed in “Blockchains.” Composability is software’ s version of
compounding interest.
The reason composability is so powerful is that it combines multiple
forces, each of which is powerful on its own:
■Encapsulation. One person can create a component and another
person can use it, without understanding the details of how it’ s
made. This allows a software code base to grow quickly while the
complexity , and likelihood for errors, grows much more slowly .
■Reusability. Every component needs to be created only once. As
soon as something like a game element or open-source software
component is created, it can be reused over and over without
needing anyone’ s permission. It becomes a building block, forever .
When this occurs in permanent repositories on the open internet,
collective software development advances through the contributions
of a global hive mind.
■The wisdom of crowds. Recall Bill Joy’ s quip that no matter
how smart you are or how many smart people work for you, most of
the smartest people work somewhere else. Reusing software means
you can tap the intelligence of all those other people. There are tens
of millions of smart developers with varied areas of expertise.
Composability lets you absorb that expertise as much as you like.
For all its power, software composability hasn’ t yet reached its full
potential. It has been mostly limited to static code sitting in repositories as
opposed to services in which code is live and running. The reason is that
computation costs money . The contributor model that sustains open-source
software—namely , reliance on charitable donations and ad hoc volunteers
—doesn’ t work so well for open -source services. Developers can lend time
writing software, but they need financial resources to host and run the
software. What’ s missing is a business model that provides ongoing funding
to pay for bandwidth, servers, ener gy, and other costs.
Composability for software services stalled out when corporate
networks stopped interoperating. You can still find APIs for Big Tech
corporate networks like YouTube, Facebook, and Twitter , but these APIs
have restrictive rules and limited features.
Reclaiming Software Composability
- Open-source services often struggle to scale because they lack a sustainable business model to fund infrastructure costs like bandwidth and hosting.
- Corporate networks have stifled software innovation by transitioning from open interoperability to restrictive models that prioritize data extraction over developer support.
- While business-to-business APIs like Stripe provide utility, they remain permissioned and closed-source, meaning providers can change rules and fees at will.
- Blockchain networks offer a solution by providing software-encoded assurances that services will remain open, remixable, and autonomous in perpetuity.
- By using tokens to fund global hosting costs, blockchains create a self-sustaining financial model that removes reliance on corporate gatekeepers.
Blockchain networks turn “Don ’t be evil” into “Can’ t be evil.”
en -source services. Developers can lend time
writing software, but they need financial resources to host and run the
software. What’ s missing is a business model that provides ongoing funding
to pay for bandwidth, servers, ener gy, and other costs.
Composability for software services stalled out when corporate
networks stopped interoperating. You can still find APIs for Big Tech
corporate networks like YouTube, Facebook, and Twitter , but these APIs
have restrictive rules and limited features. The providers decide what
information they send, to whom , and on what terms. In the switch from
attract to extract mode, corporate networks tightened their grip and left
third-party builders in the lurch. Outside developers learned not to depend
on them.
It’s worth noting there are still popular APIs in the business-to-b usiness
enterprise software space. Successful API providers include Stripe for
payments and Twilio for comm unications. These APIs hide complex code
behind simple interfaces, so they offer one benefit of composability ,
encapsulation. But they miss out on the other two benefits . The code
powering the APIs is mostly closed source, which means it neither benefits
from crowdsourced wisdom nor contributes back to the global knowledge
base of coders everywhere. Moreover , these APIs can be used only with
permission, and their providers can change the fees and rules at will.
Permissioned APIs are useful in corporate contexts, but they don’t advance
the vision of an internet built from open and remixable services.
Ideally , anyone building on other services and APIs will receive strong
commitments that the services not only are open but will remain open,
indefinitely , so they can be depended on. You can’t get guarantees of
openness unless services are financially independent.
Where corporate networks failed, blockchains provide a solution.
Blockchain networks make strong commitments that the service s they offer
will stay remixable, without needing anyone’ s permission, in perpetuity .
They do this in two ways. First, they provide strong, softw are-encoded
assurances that their prices and access rules won’ t change. Once the initial
development team behind a blockchain network deploys its code, the
services they push live are either fully autonomous or, in some network
designs, amendable only by a community vote. The platform is dependable.
Second, blockchain networks fund hosting expenses through sustainable
financial models that use tokens. Ethereum has tens of thousands of
validators, or network-hosting servers, spread around the world. The
network itself covers its own hosting costs—servers, bandwidth, energy—
by distributing token rewards to validators. So long as there is demand for
the Ethereum network, and users and applications pay transaction fees to
use it, the valida tors get paid for the hosting services they provide. So the
ground to build on isn’t just solid and stable; it’s rich in renewable
resources.
The Cathedral and the Bazaar
Composability is a time-tested force that demonstrates its power again and
again, most strikingly with the success of open-source software. Yet the
vision for an open internet built from composable services has fallen short
because corporate networks have always pulled back. As corporate
networks grow , their interests shift away from being open to being closed.
It’s naïve to count on a compa ny not to be evil just because its motto is
“Don’ t be evil.” Companies will generally do whatever it takes to maximize
profits. If they don’t, they won’ t last long as they’ll fall behind other
companies that do.
Blockchain networks turn “Don ’t be evil” into “Can’ t be evil.” Their
architecture provides strong guarantees that their data and code will forever
remain open and remixable.
The debate betw een the monolithic design of corporate networks and
the composability-friendly design of blockchain networks mirrors a similar
debate in the 1990s over the design of operating systems.
Cathedrals, Bazaars, and Margins
- Blockchain architecture shifts the ethical paradigm from "don't be evil" to "can't be evil" by providing immutable guarantees of openness.
- The text contrasts centralized "cathedral" software development with the "bazaar" model, which relies on a self-correcting spontaneous order from a diverse community.
- Blockchain networks allow for massive software reuse and remixes, enabling them to rival the scale and efficiency of large corporate networks.
- Jeff Bezos’s strategy of minimizing margins to seize market share highlights a deflationary business model that blockchains are poised to inherit and evolve.
- By slashing overhead costs like their internet predecessors, blockchains act as a disruptive force against established incumbents with high take rates.
In the first model, popularized by closed-source companies like Microsoft, software is "built like cathedrals, carefully crafted by individual wizards or small bands of mages working in splendid isolation."
whatever it takes to maximize
profits. If they don’t, they won’ t last long as they’ll fall behind other
companies that do.
Blockchain networks turn “Don ’t be evil” into “Can’ t be evil.” Their
architecture provides strong guarantees that their data and code will forever
remain open and remixable.
The debate betw een the monolithic design of corporate networks and
the composability-friendly design of blockchain networks mirrors a similar
debate in the 1990s over the design of operating systems. In his famous
1999 essay, “The Cathedral and the Bazaar ,” the programmer and open-
source software advocate Eric Raymond contrasts two models of software
development. In the first model, popularized by closed-source companies
like Microsoft, software is “built like cathedrals, carefully crafted by
individual wizar ds or small bands of mages working in splendid isolation.”
In the second model, popularized by open-source projects like Linux, the
community seems “to resemble a great babbling bazaar of differing agendas
and approaches,” and the guiding philosophy is “release early and often,
delegate everything you can, be open to the point of promiscuity .”
Raymond favore d the promiscuity of the bazaar to the isolatio n of the
cathedral. In an open-source community , “every problem will be transparent
to someone,” and the crowd can work together to outperform centralized
competitors:
The Linux world behaves in many respects like a free market or an
ecology , a collection of selfish agents attempting to maximize
utility which in the process produces a self-correcting spontaneous
order more elaborate and efficient than any amount of central
planning could have achieved.
Since the advent of computer programming almost eighty years ago, the
pendulum has swung back and forth between these two modes of software
development. Corporate networks are today’ s cathedrals, and blockchain
networks are the bazaars. Block chain networks bring the power of software
reuse and remixes to a modern form that can rival corporate networks. The
networks of the future can be like great cities, built through the creative
collaborations of millions of people with diverse skills and interests who
share resources and work together , brick by brick, toward common goals.
OceanofPDF .com
8. Take Rates
Your margin is my opportunity.
—Jeff Bezos
If you were an executive at an established business and you heard some
hotshot dot-com founder utter the above threat in the mid-1990s, you might
have laughed at the hubris. Later you would regret doing so.
Jeff Bezos, the founder of Amazon, was referring, without
embellishment, to his strategy for seizing market share. The plan: minimize
overhead, slash prices, eat rivals’ profits. Be lean, be mean. Be relentless.
The cost structures of the physical retailers that were Amazon’ s
competitors at the time prevented them from matching Amazon’ s price cuts.
Brick-and-mortar expenses, like rent, utilities, and shopkeepers’ wages, set
hard limits to incumbents’ pricing. With no physical stores to support,
Amazon could keep prices low. So Amazon pressed its advantage, undercut
many of its competitors, and put them out of business.
Amazon’ s lowe r cost structure lent itself to a deflationary business
model, one that maintains or increases the value of a service while
decreasing the cost to consumer s over time. This combination of tactics has
been popular since the early days of the commercial internet. It explains
how Craigslist absorbed newspaper classifieds businesses, how Google and
Facebook swallowed advertising-based media, and how Tripadvisor and
Airbnb tackled the travel industry . In each case, the disrupters slashed costs
and upended incumbents that were attuned to the cost structures of an
earlier era.
Blockchains are the natural successors of this strategy .
The Trap of Take Rates
- Internet disruptors historically succeeded by slashing costs, a strategy blockchains now extend by targeting the high take rates of corporate networks.
- Dominant social networks leverage lock-in from network effects to extract maximum value, often keeping up to 99 percent of advertising revenue.
- Unlike YouTube's revenue-share model, many platforms use fixed 'creator funds' that create a zero-sum environment where platform success reduces individual creator earnings.
- Beyond monetary fees, these networks extract personal data from users and exercise strict control over third-party ecosystems, such as Apple's 30 percent App Store cut.
The web and email are the last free havens on mobile phones.
e cost to consumer s over time. This combination of tactics has
been popular since the early days of the commercial internet. It explains
how Craigslist absorbed newspaper classifieds businesses, how Google and
Facebook swallowed advertising-based media, and how Tripadvisor and
Airbnb tackled the travel industry . In each case, the disrupters slashed costs
and upended incumbents that were attuned to the cost structures of an
earlier era.
Blockchains are the natural successors of this strategy . Just as internet
startups undercut the high prices of traditional businesses, blockchain
networks expose the soft underbelly of corporate networks: high take rates.
Network Effects Drive Take Rates
Networks make money by charging fees on network activities like
commerce or advertising. The percentage of revenue passing through a
network that the network owner takes for itself, as opposed to passing on to
network particip ants, is, as you’ll recall, the network’ s take rate. Absent
other checks on a system, stron g network effects usually mean high take
rates because they lock in network participants who have few, if any,
alternatives to turn to.
In the pre-internet era, scale was the main driver of pricing leverage. On
the internet, it’s network effects that drive pricing leverage. Today’ s biggest
social media companies have very high take rates, demon strating the
strength of corporate network lock-in.
Of the large social networks, YouTube is the most generous with
creators, taking 45 percent of revenue for itself and passing 55 percent to
creators. In its early days, YouTube faced stiff competition from other up-
and-coming video platforms that were offering to share half their ad
revenue with creators. Feeling threatened, YouTube set up its revenue-
splitting “partne r program” at the end of 2007, and it has stuck to it ever
since.
Such generosity is uncommon, though. Facebook, Instagram, TikTok,
and Twitter extract about 99 percent of their networks’ primary revenue
source, advertising. These networks have all recently created cash-based
programs to give creators kickbacks. Most of these programs take the form
of time-bound “creator funds” and static pools of money rather than
YouTube-style revenue shares. Creators receive mere fractions of these
networks’ take-rate revenues, usually less than 1 percent, and the companies
are under no obligation to continue supporting these funds over the long
term. Worse, the fixed-pot model can make the relationship between
platform and creator zero-sum since it forces people to fight over limited
resources. As Hank Green, a longtime YouTuber points out, “When TikTok
becomes more successful, creators make less per view .”
Even after accounting for their creator funds, the biggest social
networks share almost nothing with network participants. This is great for
the netw orks, but not for creato rs, who provide content without receiving
their fair share of revenue in return. On the other side of the networks, these
companies use their leverage to extract personal user data instea d of money ,
which helps them earn more through better ad targeting. Network effects
with lock-in amplify pricing power .
Apple has extraordinary pricing power thanks to its captive audience of
iPhone users combined with the network effect derived from the iOS
developer ecosystem. Apple exercises this power through strict rules around
payments, which the companies subject to them loathe. Ever try to
subscribe to Spotify or buy an Amazon Kindle book via an iOS app? You
can’t. These businesses don’t want to pay Apple’ s take rate, which can run
as high as 30 percent. A common work-around app develo pers use to
circumvent Apple is to accept payments only in mobile web browsers, not
in apps. (The web and email are the last free havens on mobile phones.) On
a technical level, Apple could override this bypass and force all transactions
to route through the App Store, but Apple hasn’ t dared to clamp down here.
Dynamics of Network Take Rates
- Apple maintains a high 30 percent take rate by leveraging its captive network, forcing developers to use web-based payment workarounds or pursue legal action.
- Payment networks like Visa and PayPal keep fees low through competition and interchangeable services, often returning value to consumers via incentives.
- Marketplaces for physical goods like eBay and Etsy have moderate take rates because sellers own their inventory, which lowers switching costs compared to digital platforms.
- Protocol networks like email and the web lack a central intermediary, keeping effective take rates low by forcing providers to charge based on infrastructure costs.
- Corporate networks often hide their true take rates by manipulating algorithms to reduce organic reach, effectively forcing participants to purchase advertising to maintain their audience.
The web and email are the last free havens on mobile phones.
potify or buy an Amazon Kindle book via an iOS app? You
can’t. These businesses don’t want to pay Apple’ s take rate, which can run
as high as 30 percent. A common work-around app develo pers use to
circumvent Apple is to accept payments only in mobile web browsers, not
in apps. (The web and email are the last free havens on mobile phones.) On
a technical level, Apple could override this bypass and force all transactions
to route through the App Store, but Apple hasn’ t dared to clamp down here.
No doubt there would be a strong backlash, and probably legal and
regulatory ramifications.
Some companie s would rather go to war than fork over so much of their
revenue to Apple. In fact, app developers are so fed up with Apple’ s take
rates that they’ve banded together to sue Apple over its dominant market
position. But unless courts and regulators say otherwise (and barring some
other unexpecte d business comeuppance), Apple can—and will—keep
charging remark ably high fees. It has that power because it has a captive
network.
If monopoly exacerbates rate taking, competition keeps it in check. Fees
on paym ent networks remain relatively low thanks to the prevalence of
interchangeable payment options. Multiple payment networks offer similar
services, includi ng Visa, Mastercard, and PayPal. The abundance of choice
reduces business es’ pricing power , to consumers’ benefit. As a result, credit
card networks charge 2 to 3 percent on every transaction, a relatively low
take rate, and much of that goes back to consumers in the form of points
and other incentives. (One could argue these rates are still too high, a point I
discuss later in “Making Financial Infrastructure a Public Good.”)
Physical goods marketplaces tend to have take rates in the midrange,
higher than payment networks but much lower than social networks. For
example, eBay (mostly secondhand goods), Etsy (handmade items), and
StockX (sneake rs) have take rates between 6 and 13 percent . Users can
choose where to sell items and can cross-post listings on multip le sites. The
take rates are lower partly because sellers earn lower margins from these
goods, but also because of weaker network effects. Buyers discover items
mostly through search results rather than social feeds, which lowers the cost
for sellers to switch networks. Sellers can take their wares to any network
they want because they own the physical goods they’re selling. When
network particip ants own what’ s valuable to them, switching costs drop and
bring take rates down.
Protocol networ ks have no companies in the middle taking a cut of
revenue, so they have no take rates. You own your domain name, and you
can take it to any hosting provider you wish, no questions asked. Some
access points, such as email and web hosting providers, charge for certain
services; however , because protocol networks don’t have network effects
that accrue to a central entity , as corporate networks do, hostin g providers
have little pricing power and must charge based on the costs of storage and
networking, rather than as a percentage of revenue. As a result, even with
these fees, the effective take rate—the actual price network participants end
up paying to use the network—stays very low .
Effective take rates can be sneaky , like hidden fees that crop up at the
checkout counter . Corporate networks often have effective take rates that
exceed their apparent take rates. These networks raise rates by dialing down
the organic reach of network participants in algorithmic social feeds and
search results. Once creators, developers, sellers, and others attain a certain
scale, corporate networks force them to buy ads to maintain or grow their
audience.
You may notice, for instance, how a search on Google or Amazon yields
an ever-increasing number of sponsored results (look for the “sponsored”
label).
Corporate Extraction vs. Blockchain Efficiency
- Corporate networks artificially inflate their take rates by throttling organic reach, forcing creators and sellers to pay for advertisements to reach their own audiences.
- During the 'extract phase,' dominant platforms like Google and Amazon prioritize sponsored content and their own products over the organic links that built their initial utility.
- High gross margins in Big Tech companies often result in bloated bureaucracies and wasteful spending rather than being reinvested into the network participants.
- Blockchain networks disrupt rent-seeking intermediaries by maintaining significantly lower take rates, often ranging from less than 1 percent to 2.5 percent.
- The low fees of blockchain networks are secured by code-enforced commitments and community control, preventing the arbitrary rule changes common in corporate networks.
Where bean counters see fat margins, entrepreneurs should see blood.
ten have effective take rates that
exceed their apparent take rates. These networks raise rates by dialing down
the organic reach of network participants in algorithmic social feeds and
search results. Once creators, developers, sellers, and others attain a certain
scale, corporate networks force them to buy ads to maintain or grow their
audience.
You may notice, for instance, how a search on Google or Amazon yields
an ever-increasing number of sponsored results (look for the “sponsored”
label). Big companies use this technique to raise the effective rates on the
supply side of the network, whic h for Goog le is websites and for Amazon is
sellers. On Google, a website doesn’t pay for organic links, but it has to bid
in an auction for sponsored links. On Amazon, sellers are charged a fee, but
if they want sponsored placement, they’re charged additional fees. Google
and Amazon know that users tend to click on the top links in search result
rankings so, as they push organic links down, they are effectiv ely forcing
websites and sellers to pay more for the same exposure. As if that weren’ t
bad enou gh, these companies also use valuable screen real estate to promote
their own products, which compete with those of their suppliers.
Google, Amazon , and other big companies were disrupters in their early
days, when they were in the attract phase. Today , in their extract phase,
they’re focused on squeezing as much revenue as they can out of the
networks they own. Thus, corporate network owners not only suck up
almost all netwo rk revenue, but they find ways to extract additional fees on
top of that. Network participan ts get left high and dry. They spend years
cultivating followings; then the rules change, and they are forced to pay
even more to reach the audiences they built.
Big Tech’s high take rates are bad for network participants, but they’re
great for their own profit margins. Meta has gross margins of over 70
percent, meanin g that for every dollar in sales, it keeps more than 70 cents
for itself (with the remainder paying costs related directly to revenue
generation, like running data centers). Big Tech companies that own
networks spend some of this windfall on fixed costs such as head count and
software development. They realize the rest as profit. Inside these
companies, thousands of employees work in management and sales, and
some work on new R&D projects. But they also have layers of middle
managers and wasteful bureaucracy enabled by the excess.
Where bean counters see fat margins, entrepreneurs should see blood.
Your take rate is my opportunity , as Bezos might say .
Your Take Rate Is My Opportunity
Blockchain netw orks disrupt rent-seeking intermediaries, allow ing them to
take market share from extortionary corporations by lowering prices.
Networks with a greater ability to lock in consumers have more pricing
power . More pricing power translates into higher take rates. The higher the
take rate of an incumbent network, the more opportunity there is for
disruption.
Popular blockch ain networks have very low take rates, ranging from
below 1 percent to 2.5 percent. That means the rest of the money flowing
through the networks goes to network participants, including users,
developers, and creators. Compare the take rates of popular corporate
networks with Ethereum and Uniswap, popular blockchain networks, and
OpenSea, a marketplace built on top of blockchain networks:
Blockchain netw orks have low take rates because of rigid constraints
set by their core design principles, namely:
■Code-enforced commitments. Blockchain networks commit
to take rates up front at launch that cannot be changed except by the
consent of the community . This forces networks to compete for
network participants by of fering commitments to lower take rates.
In competitive markets, take rates will trend close to the cost of
maintaining and developing the network.
■Community control.
Blockchain Networks and Decentralization
- Blockchain networks maintain low take rates through code-enforced commitments and the community's power to vote on changes.
- The open-source nature of blockchain allows for 'forking,' providing a constant competitive pressure that keeps costs close to maintenance levels.
- A significant risk of recentralization exists if users gravitate toward high-convenience, corporate-owned front-ends that re-introduce pricing power.
- Successful decentralized networks must fund high-quality user experiences to prevent the fate of protocols like RSS, which lacked sustainable funding.
- By ensuring users own their digital identities and goods, blockchains enable a credible threat of switching that prevents application-level lock-in.
Applications are unable to acquire pricing leverage if users can easily switch from one application to another.
ks:
Blockchain netw orks have low take rates because of rigid constraints
set by their core design principles, namely:
■Code-enforced commitments. Blockchain networks commit
to take rates up front at launch that cannot be changed except by the
consent of the community . This forces networks to compete for
network participants by of fering commitments to lower take rates.
In competitive markets, take rates will trend close to the cost of
maintaining and developing the network.
■Community control. In well-designed blockchain networks,
take rates can be increased only if the community votes to do so.
This contrasts with corporate networks where the owner can raise
take rates unilaterally , at the expense of the community .
■Open-source code. Because all blockchain code is open
source, it is easy to “fork,” or create a copy of it. If a blockchain
network raises take rates too high, a competitor can create a forked
version with lower rates. The threat of forks helps keep take rates in
check.
■Users own what they value. Well-designed blockchain
networks interoperate with standard systems that guarantee that
users own the things they care about. For example, many
blockchain networks interoperate with the Ethereum Name Service
(ENS), a popular naming system on the Ethereum blockchain. That
means I can use my ENS name (cdixon.eth) across many dif ferent
networks, and if the networks change the rules or raise the take
rates, I can easily switch to a new network without losing my name
or network connections. Lower switching costs mean reduced
pricing power for networks, thus lower take rates.
One critique of blockchain netw orks is that their low take rates might be
temporary: as blockchain networks proliferate, new intermediaries will pop
up that raise the take rates, skeptics say. Moxie Marlinspike, a respected
security researcher and founder of the Signal messaging app, wrote a
widely read blog post arguing that because users are averse to even tiny
user-interface frictions, they will end up clustering around easy-to-use
front-end applications that siphon users away from blockchains. If these
applications are run by compan ies, then we end up with the same problem
we have today: a few companies with strong pricing power in control.
This is an insightful critique , sometimes known as the risk of
recentralization. A similar dynam ic undermined RSS, as discussed in “The
Fall of RSS.” Twitter and other corporate networks siphoned users away
from the protocol by offering lower -friction user experiences. This dynamic
is also a risk for poorly designed blockchain networks.
Blockchain netw orks can avoid this fate if they can guarantee that users
retain the credible threat of switching front-end clients even if users cluster
around a few popular ones. To ensure this, the network must be designed to
include the following:
■ Low-friction user experiences that match those of
modern corporate networks. This is why blockchain networks
need a mechanism for funding much of what corporate networks
fund, including ongoing software development and user subsidies
like free hosting and name registration. Protocol networks never
had a suf ficient funding mechanism, a key reason RSS failed. (See
“Building Networks with Token Incentives” for more on blockchain
funding mechanisms.)
■Network effects that accrue to community-controlled
blockchains rather than to company-controlled front-
end applications. This means the things users care about—their
names, social relationships, and digital goods—need to be
blockchain-based and user owned. Applications are unable to
acquire pricing leverage if users can easily switch from one
application to another . When users own what matters, lock-in is
much less likely .
Marlinspike cited the NFT marketplace OpenSea as an example of a
corporate-owned application that could wrench control away from
blockchain networks. But the blockchain networks that OpenSea
interoperates with are well designed.
Blockchain Ownership and Profit Shifts
- Blockchain-based ownership of digital identity and goods reduces platform lock-in by making it easy for users to switch services at any time.
- The competition between NFT marketplaces like OpenSea and Blur demonstrates that blockchain interoperability compels lower take rates, a trend rarely seen in corporate networks.
- Low take rates and fixed protocol rules provide a stable environment for developers, who often fear being undermined by centralized corporate intermediaries.
- According to the law of conservation of attractive profits, commoditizing one layer of a tech stack shifts the profit potential to other layers, much like squeezing a balloon.
The theory is that commoditizing a layer in a tech stack is like squeezing a balloon.
ut—their
names, social relationships, and digital goods—need to be
blockchain-based and user owned. Applications are unable to
acquire pricing leverage if users can easily switch from one
application to another . When users own what matters, lock-in is
much less likely .
Marlinspike cited the NFT marketplace OpenSea as an example of a
corporate-owned application that could wrench control away from
blockchain networks. But the blockchain networks that OpenSea
interoperates with are well designed. When you sign up for OpenSea, you
do so using a name that you own, tied to a blockchain like Ethereum. All
the NFTs you own are also stored on a blockchain, not company servers.
This makes it easy to switch to another marketplace while taking all the
things you care about with you.
Marlinspike wrote his post in early 2022. Since then, new marketplaces
like Blur have exploited the low switching costs of NFT platforms to take
market share from OpenSea. In response, OpenSea lowered its take rates,
demonstrating that blockchain-based ownership does, in practice, compel
lower prices. In contrast, downward price competition is something you
almost never see between corporate networks.
The low take rates of blockchai n networks create strong incentives for
developers and creators to build on top of them. For example, third-party
startups add features and applications to DeFi networks without fear that
they’ll regret having done so later. These startups know they can invest in
and grow their businesses without the risk that the DeFi networks will
change the rules , undermine them, and extract their profits later. Very few
software develop ers are willing to become dependent on corpora te financial
networks like Square or PayPa l. They may offer these service s as one of
multiple payment options, but they know better than to become reliant on
them.
Blockchain networks should be designed to have take rates that are high
enough to fund essential netw ork activities but low enough to undercut
corporate competitors. Blockchain networks offer a new model where far
more of the economic surplus goes toward network participants and far less
of it goes to bottom lines and bureaucratic bloat.
Squeezing the Balloon
To understand the tech industry , it is essential to understand that when one
layer in a “tech stack” becomes commoditized, another layer becomes more
profitable. A tech stack is, in this context, a set of technologies that work
together to generate revenue. Think of the combination of a computer , an
operating system, and software applications as a tech stack of layers built
one on top of another .
When layers get commoditize d, that means they lose their pricing
leverage. In the physical world, this usually means competition is so fierce,
and the resulting products so undifferentiated, that profits trend toward zero.
Such is the case among actual commodities, like wheat or corn. In a tech
stack, it’s more common for a layer to become commoditized when
products and services are (1) given away for free, like the calculator app on
an iPhon e; (2) made open source, like the Linux operating system; or (3)
controlled by a community , like the email protocol SMTP .
Clayton Christensen, whom we last heard from in the discussion of
disruptive innovation in “Token s,” generalized these ideas in his “law of
conservation of attractive profits.” The theory is that commoditizing a layer
in a tech stack is like squeezing a balloon. The volume of air stays constant
but shifts to other areas. The same is true for profits in a tech stack (roughly ,
at least, since business isn’t as deterministic as physics). The overall profits
are conserved but shift from layer to layer .
Let’s look at a concrete exampl e. Google search makes money when a
user clicks on a search ad.
Conserving Attractive Profits
- The 'law of conservation of attractive profits' suggests that when one layer of a tech stack is commoditized, profits shift to other layers rather than disappearing.
- Companies use a 'commoditize your complement' strategy to ensure their primary revenue sources remain unblocked by gatekeepers in other layers.
- Google created products like Android and Chrome as a calculated move to reduce platform risk and prevent competitors from capturing search revenue.
- Apple's ability to charge Google billions to be the default search engine on Safari illustrates the zero-sum nature of profit capture within a stack.
- Intel's support for open-source Linux follows the same logic, reducing Microsoft's influence to ensure hardware sales remain profitable.
The overall profits are conserved but shift from layer to layer .
eneralized these ideas in his “law of
conservation of attractive profits.” The theory is that commoditizing a layer
in a tech stack is like squeezing a balloon. The volume of air stays constant
but shifts to other areas. The same is true for profits in a tech stack (roughly ,
at least, since business isn’t as deterministic as physics). The overall profits
are conserved but shift from layer to layer .
Let’s look at a concrete exampl e. Google search makes money when a
user clicks on a search ad. In between the advertiser paying and the user
clicking, a stack of technologies intervenes: a device like a phone or PC, an
operating system, a web browser , a telecom carrier , a search engine, an ad
network. All these layers comp ete to capture a portion of each dollar that
passes through the stack. The overall market can grow or shrink, but at any
given time the competition between layers is zero-sum.
Google’ s strategy with respect to search is to either own or
commoditize the layers in the stack so that it can maximize its own revenue.
Otherwise, a competitor that controls another layer could take away its
profits. This is one reason why Google created products in each layer of the
stack: devices (Pixel), operating systems (Android, mostly open source),
browsers (Chrome plus the open-source Chromium project), and even
carrier services (Google Fi). When a company like Google contributes to
open-source projects or releases lower -priced versions of competing
platforms’ produ cts, it does not do so out of charity . It does so out of self-
interest.
Here’ s how this competition plays out on phones today . Because Apple
controls the iPhone operating system and its default web brow ser, Safari,
the company can charge Google a reported $12 billion per year for Google
to remain the iPhone’ s default search engine, and Google accept s this as the
cost of doing business. Apple is using the popularity of the iPhone to
squeeze Google’ s search ballo on. The payment would have been a lot
higher if Google hadn’ t had the foresight to build Android, giving it a big
chunk of mobile market share. Google doesn’ t even need to make money on
Android. It just needs that part of the mobile market to be commoditized so
it isn’t controlle d by a competi tor, like Apple, which could limit people’ s
access to Google’ s search product. Thus, the fight for operating systems
spills over to the fight for search profits.
By making Android open source (and bundled for free on many
hardware makers’ phones), Goog le pursued a classic tech strategy known as
“commoditize your complement.” Joel Spolsky , co-founde r of Stack
Overflow and Trello, coined the phrase in 2002, drawing on the work of
economists such as Carl Shapiro and Google’ s Hal Varian. Google
commoditized a large share of the mobile operating system market, thus
ensuring its search engine— its real moneymaker—could flourish,
unimpeded, on a new computi ng platform. The move lessened Google’ s
platform risk in the industry-wi de shift from PCs to mobile and improved
its negotiating power , removing threats to its search profits.
Intel pursued a similar strategy by becoming the biggest code
contributor to the open-source operating system Linux. Operating systems
are complement s to the processors Intel makes. When someone buys a
Windows mach ine, Microsoft captures a share of profits that would
otherwise have gone to Intel. When someone buys a Linux machine, more
of that money goes instead to Intel. Intel supports Linux to commoditize
operating systems, which complement its moneymaking processors.
Applying Christ ensen’ s theory to social networks, one can think of the
path money takes from users to creators, software developers, and other
network particip ants as a tech stack. High take-rate corporate networks
squeeze the balloon at both ends.
Thick vs. Thin Networks
- Corporate networks function as thick layers that centralize profits, squeezing value away from the creators and developers who build on top of them.
- Blockchain and protocol networks are designed as thin layers, allowing value to flow outward to the edges where users and developers reside.
- The author argues that social networks should function like roads—basic, reliable utilities that facilitate a thick layer of innovation around them.
- The current corporate model forces startups to build entirely new proprietary infrastructures rather than innovating on top of open, interoperable protocols.
- The historical success of the internet is credited to the thin nature of HTTP, which allowed for decades of explosive innovation at the application level.
Network effects that result in lock-in force creators to work for free and developers to behave as they are told.
ft captures a share of profits that would
otherwise have gone to Intel. When someone buys a Linux machine, more
of that money goes instead to Intel. Intel supports Linux to commoditize
operating systems, which complement its moneymaking processors.
Applying Christ ensen’ s theory to social networks, one can think of the
path money takes from users to creators, software developers, and other
network particip ants as a tech stack. High take-rate corporate networks
squeeze the balloon at both ends. They capture value at the center of the
network, on behalf of the netwo rk owner , at the expense of complementary
layers that build on top of the network, like creators and software
developers. Network effects that result in lock-in force creators to work for
free and developers to behave as they are told.
In the case of ad-supported media, the advertiser is the custom er and
source of the money flow, and users are a complementary layer to be
squeezed. People give up their attention and personal data in exchange for
network access. Protocol and blockchain networks, by contras t, have low
take rates and therefore allow value to flow to users, creators, developers,
and other network particip ants. They squeeze the balloon in the middle, to
the benefit of the network edges.
In this sense, you can think of corporate networks as thick and protocol
and blockchain networks as thin. Thick networks claim more profits for the
center of the network and create thin complementary layers, with lower
profits, for creators and software developers. Thin netwo rks do the
opposite, generating less profit for the network core and more profit for
complements.
Let’s imagine you’re designing a social networking stack from scratch.
Your goals might include some concept of fairness, such as that people
deserve to earn money proporti onate to how much value they create. You
might also have societal goals in mind, like more uniform wealth
distribution. But let’s just suppose, putting other concerns aside for a
moment, that you merely want a network that encourages innovation and
creativity . That means you will want social networks to be thin, the opposite
of what we have today .
Think about it in terms of the infrastructure of a city, an analogy to
which I’ll continually return. Roads should perform basic functions, but you
don’t need them to be hotbe ds of innovation. There isn’t that much
creativity requir ed; they just need to convey cars. On the other hand, you do
want lots of creative entrepreneurs building around the roads: creating new
shops and restaurants, constructing new buildings, expanding
neighborhoods, and so forth. Roads should be thin, and their surroundings
should be thick.
Social networks should be thin utilities, like roads. They need to
support basic features and be reliable, performant, and interoperable. That’ s
about it. The rest of the features can be built around the network . The layers
on top should be innovative, diverse, and thick. There should be boundless
room for creativity in the media and software that complements social
networks. (W e’ll cover this at length in part 5, “What’ s Next.”)
The web developed as a thin network—and look at the results. The
network itself is a simple protocol (HTTP), and all the innovation happens
on top, at the level of websites. This structure has led to a thirty-year run of
explosive innovation across the internet.
Today’ s corporate social networks are designed the opposite way, as
thick networks. Almost all the value flows to the networks themselves—
Facebook, TikTok, Twitter , and others. To the extent there is innovation, it
involves startups trying to build competing social networks, rather than
building busines ses on top. In other words, startups have to build entirely
new, proprietary roads in order to support new cities on top, instead of
simply building on top of preexisting public roads. Social networks
squeezed the balloon in a way that stifles innovation.
Tokens vs Corporate Take Rates
- Centralized social and financial networks act as thick layers that capture excessive value and stifle innovation by forcing startups to build proprietary infrastructure.
- Blockchain technology reshapes this economic model by creating thin layers, which reduces costs in sectors like payments and lending while empowering creators.
- Historical protocols like email flourished because they were ignored by corporations, but modern decentralized projects face intense competition for developer talent.
- Unlike traditional protocols that rely on volunteers, blockchain networks use token incentives as a sustainable mechanism to fund software development and attract top-tier talent.
- Token incentives serve as a 'carrot' to balance the 'stick' of high take rates, making decentralized networks competitive with corporate compensation models.
The Net grew like a weed between the cracks in the monolithic steel-and-glass empire of traditional commerce.
, as
thick networks. Almost all the value flows to the networks themselves—
Facebook, TikTok, Twitter , and others. To the extent there is innovation, it
involves startups trying to build competing social networks, rather than
building busines ses on top. In other words, startups have to build entirely
new, proprietary roads in order to support new cities on top, instead of
simply building on top of preexisting public roads. Social networks
squeezed the balloon in a way that stifles innovation.
The same is true for modern financial networks. Payments shou ld be an
easy and inexpensive commod ity, a basic utility , like sending email. We
have the technology to do it, as we’ll cover in “Making Financial
Infrastructure a Public Good.” This would make payments a thin layer in
the finance and commerce stack . Today , it’s inverted: there are some very
profitable paym ents companies, and the field remains an active area of
entrepreneurship where startups and venture capital are lured by the
industry’ s persi stent take rates. Again, the balloon got squeezed in the
wrong places.
Blockchain networks are like a rubber band. They reshape the balloon,
making the thick belly thin. DeFi makes payments, lending, and trading
thin. The same is true for blockchain networks in areas like social
networking, gaming, and medi a. The broader societal goal should be to
build new tech stacks where users, creators, and entrepreneurs are not
squeezed but rewarded.
Take rates are only half the economic equation for blockchain networks,
though. The other half is token incentives that fund software development
and other constructive activities. Tokens are a powerful tool that, like all
tools, can be put to good or bad uses. Designed properly , they can make a
network an attractive place to build a career or business. Achieving these
design goals requires careful planning.
If take rates are the stick, token incentives are the carrot.
OceanofPDF .com
9. Building Networks with Token
Incentives
Show me the incentives and I will show you the outcome.
—Charlie Munger
Incentivizing Software Development
It’s telling that the most successful protocol networks were funded by
government programs in the 1970s and 1980s, before the arrival of the
commercial internet. Email and the web prospered absent corporate
network competition. To quote The Cluetrain Manifesto, a book publish ed
in 2000 that describes how the internet had changed business (and much
else): “The Net grew like a weed between the cracks in the mono lithic steel-
and-glass empire of traditional commerce.” The internet flourished, the
authors continue, “lar gely because it was ignored.”
Imagine if email and the web had, in their nascency , faced off against
corporate startups. The protocol networks might never have endured.
Probably , they would have gone the way of other fizzled protocol networks,
like RSS. Corporations were able to steamroll protocol networks in part
because they had so much more funding to support software development.
Tech companies could build large teams of world-class developers by
offering them attractive compensation and financial upside that protocol
networks couldn’ t match.
Networks don’t build themselves. Any network design that seeks to
challenge corporate rivals needs to offer competitive compensation and
financial upside . Someone needs to put in the work; that this is a truism
doesn’ t make it any less true. Incentives matter .
Protocol networks generally don’t have the resources to provide
developers with competitive compensation. They lack self-suf ficiency and
depend on the goodwill of volunteers instead. Like protocol networks,
blockchain netw orks rely on third parties, either individuals or companies,
to build most of their software components, but there’ s a key difference
between the two: Blockchain networks don’t rely solely on volunteers.
They have a built-in mechanism for funding developers.
Blockchain networks use token incentives to motivate developers.
Token-Driven Network Development
- Blockchain networks utilize native tokens as a built-in mechanism to compensate developers, distinguishing them from protocol networks that rely on volunteers.
- By offering tokens that represent ownership and governance rights, these networks transform external contributors into invested stakeholders.
- The transition from corporate models to blockchain models shifts internal software development to an open, market-based system of external tasks.
- Token incentives foster global competition, allowing users to choose from a variety of software options rather than being limited to a single corporate provider.
- As networks mature and launch, original developers relinquish control to ensure the platform remains permissionless and treats all participants equally.
Jobs held captive in corporate networks become external, market-based tasks in blockchain networks.
ces to provide
developers with competitive compensation. They lack self-suf ficiency and
depend on the goodwill of volunteers instead. Like protocol networks,
blockchain netw orks rely on third parties, either individuals or companies,
to build most of their software components, but there’ s a key difference
between the two: Blockchain networks don’t rely solely on volunteers.
They have a built-in mechanism for funding developers.
Blockchain networks use token incentives to motivate developers.
Recall that tokens are general computing primitives for representing
ownership and that they can represent units of value underpinning the
economies of blockchain networks. (We’ll cover principles for designing
blockchain-based economies in “Tokenomics.”) Tokens used for this
purpose are usually called nativ e tokens; for example, ether is the native
token of the Ethereum blockchain. Sometimes, in addition to being a
financial incent ive, native tokens can confer governance rights to their
holders. (More on this in “Network Governance.”)
By doling out token incentives, blockchain networks bring outsiders
into their fold, encourage software development, and stay competitive. The
funding source enables blockchain networks to create modern software
experiences that rival those of corporate networks.
In corporate networks, empl oyees perform almost all software
development. Work to be done at a company like Twitter includes
developing and maintaining the app, tweaking algorithms that sort and rank
tweets, and creating filters to fight spam. Blockchain networks, by contrast,
externalize these tasks. They get outside developers and software studios to
do the work. Jobs held captive in corporate networks become external,
market-based tasks in blockchain networks. These outside developers are
often compensat ed with tokens, turning them into stakeholders with partial
ownership and governance rights in the network.
Token incentives for developers have multiple benefits. First, anyone in
the world can contribute, widen ing both the talent funnel and the base of
network stakeholders. As contributors earn tokens and become partial
owners, they have an incentive to help the network succeed, by building
software, creatin g content, or helping the network in other ways. Second,
token incentives create competition for each task, which means users get to
choose from multiple software options, the way they get to choose from
multiple web browsers and email clients. Third, the tokens can be disbursed
transparently and programmatically , unlike corporate stock, in a way that’s
fairer , more open, and more frictionless than analog systems. (More on this
in “Regulating Tokens.”)
The goal of any project is to recruit a broad community of contr ibutors,
but it takes time to get there. At the earliest stage, projects usual ly consist of
a small group of developers pursuing a new idea. Sometimes the early
contributors collaborate informally , and other times they create formal
relationships using legal entities. The early developers are usually
compensated, at least partially , with tokens. A well-designed network
distributes these token rewards such that the team will have some ongoing
influence and upside after the initial work is done, but not too much.
When the semiautonomous code is ready to run on a blockchain, the
early developers launch the network. In doing so, they relinquish control.
Early developers often continue to work on apps that provide access to the
network, but these are typically just one of many such apps. Networks work
best when they are supported by a broad and diverse community .
Blockchain networks are permissionless, and when designed properly , they
privilege no app developers—even the original inventors of the network—
above any others.
Postlaunch, blockchain network s fund ongoing development through
token grants.
Incentivizing Network Growth
- Blockchain networks utilize decentralized token grants to fund development, ensuring that no single app developer holds privilege over others.
- Corporate networks typically centralize wealth among a few founders and investors, often leaving the early contributors who built the platform's value behind.
- By granting tokens to early users, blockchain networks provide a level playing field to compete with the massive capital of corporate software development.
- This inclusive model solves the 'cold start' problem by rewarding early risk-takers who contribute to the network before its intrinsic value is established.
- As a network achieves scale and its effects become self-sustaining, token incentives naturally decrease in necessity.
Just look at the video creators who built YouTube, the social groups who built Facebook, the influencers who built Instagram, the homeowners who built Airbnb, the drivers who built Uber—the list goes on.
rk. In doing so, they relinquish control.
Early developers often continue to work on apps that provide access to the
network, but these are typically just one of many such apps. Networks work
best when they are supported by a broad and diverse community .
Blockchain networks are permissionless, and when designed properly , they
privilege no app developers—even the original inventors of the network—
above any others.
Postlaunch, blockchain network s fund ongoing development through
token grants. Several blockchain networks have treasuries worth hundreds
of milli ons of dollars from which grants can be distributed either by
community decision or in an automated way based on predetermined
metrics. Grants can go, for exam ple, to independent software developers for
building front-e nd applications , infrastructure, developer tools, analytics,
and more. In a healthy ecosystem, for-profit investors will supplement these
grant programs with additional funding for new projects, apps, services, and
other businesses that build on the network. (Recall from the last chapter
how predictably low take rates encourage blockchain network investment
because builders and investors know that if they succeed, they will receive
the upside of what they build.)
Blockchain networks’ ability to disburse token incentives to software
developers puts them on a level playing field with corporate networks.
Grants, plus outside investments, allow blockchain networks to credibly
compete with the sizable investments that corporations make in software
development. But token incentives can have other advantages too. The same
rewards that attract developers can also attract users, creators , and other
network participants.
Overcoming the Bootstrap Problem
Early network participants create significant value for corporate networks,
yet they rarely receive fair compensation for their efforts. Just look at the
video creators who built YouTube, the social groups who built Facebook,
the influencers who built Instag ram, the homeowners who built Airbnb, the
drivers who built Uber—the list goes on. Without participants, there’ s no
network.
Almost invariably , corporate networks consolidate wealth and power in
the hands of a small group: investors, founders, some emplo yees. To a
lucky few go the spoils. The network effects accrue to the company that
owns the network, often resulting in winner -take-all outco mes at the
expense of other contributors. As corporate networks grow , early users get
burned. A few corporate affiliates make money while everyon e else who
helped build the network gets passed by. Early participants become
embittered. They’re left out.
Blockchain networks take a much more inclusive approach. They grant
tokens to early users who build and participate in networks. A blockchain
social network might reward users for creating content that is popular with
other users, for example. A game might reward users who play well or
contribute interesting mods. A marketplace might reward early sellers who
bring in new buyers. The best designs reward users not for paying fees or
buying anything but for making constructive contributions to the network.
As the network grows, token rewards should taper off. More
participants make a network more useful; once enough people are
participating and network effects kick in, the need to offer incentives
decreases. Peop le who take a risk by contributing early , when a network’ s
success isn’ t assured, gain the most.
This isn’t good just for users and contributors. It’s also good for the
networks. A key challenge when building networks is overcoming the
“bootstrap” or “cold start” problem: attracting users and contributors before
enough of them are participating to make the network intrinsically useful.
This is because network effects cut both ways: they can accelerate growth,
but they can also handicap it. Scaled networks attract new users without
much ef fort. Conversely , subscale networks struggle just to survive.
Solving the Bootstrap Problem
- Building networks is difficult due to the 'bootstrap' problem, where a lack of early participants makes the service initially useless.
- While corporations once used financial subsidies to grow, token incentives now offer a decentralized way to attract early adopters.
- The Helium project demonstrated that tokens can build complex physical infrastructure, like a nationwide telecom network, through grassroots participation.
- By rewarding early contributors with tokens, new projects can overcome the 'rich-get-richer' dynamic of centralized corporate platforms.
- This token-led growth model is being applied to diverse fields including artificial intelligence, computer storage, and green energy infrastructure.
Network effects cut both ways: they can accelerate growth, but they can also handicap it.
good just for users and contributors. It’s also good for the
networks. A key challenge when building networks is overcoming the
“bootstrap” or “cold start” problem: attracting users and contributors before
enough of them are participating to make the network intrinsically useful.
This is because network effects cut both ways: they can accelerate growth,
but they can also handicap it. Scaled networks attract new users without
much ef fort. Conversely , subscale networks struggle just to survive.
Token rewards can help overcome the bootstrap problem. DeFi
networks like Compound pioneered this approach after recognizing that
token incentives can recruit users during the bootstrap phase, when network
effects are weak, as the chart below shows.
Corporate networks used similar techniques to overcome the bootstrap
problem, althou gh instead of token incentives they offered subsidies. As
you’ll recall, when YouTube started out, it subsidized video hosting costs as
an incentive for people to contribute videos to its network.
But subsidies go only so far. There are many networks that would be
broadly useful and should exist yet do not because it is so hard to overcome
the early hurdles to network effects. Token incentives offer a new technique
for building networks in categories where previous attempts got stuck.
Take telecom, for instance. For decades, technologists have dreamed of
building a grassroots internet access provider . Instead of a corporate
network owner building out and owning the infrastructure, users would
voluntarily insta ll access points, like wireless routers, at their homes or
offices. Another set of users would tap these access points (rather than, say,
corporate cell towers) for network connectivity . The goal would be to
displace incumbent telecom companies like AT&T and Verizon with
community-owned alternatives.
Over the years, people have tried repeatedly to start a grassroots
telecom service. Students at MIT (Roofnet), employees at a venture-funded
startup (Fon), and neighbors in New York City (NYC Mesh) all took a crack
at the challenge, and they all learned how hard it can be to install a
sufficient number of access points for broad network coverage. Most
projects stalled at the bootstrap phase.
That is, until one. An experimental blockchain project, Helium, got
further than anyone else. The network encouraged people to install and run
access points in exchange for token rewards, enabling it to reach nationwide
coverage in a few years. The project still has lots of work to do to build out
the demand side of the network. (The initial network was based on an
esoteric networking standard, but it has since upgraded to 5G cellular , a
much more popular option.) But Helium built the supply side of the
network for a grassroots telecom service much more successfully than
previous attempts—proof of token incentives’ potential.
Already , other projects are using similar methods to build out networks
for electric car charging, computer storage, artificial intelligence training,
and more. These are all networks that would be useful for the world but that
have gotten tripped up by the bootstrap problem. Token incentiv es provide a
powerful new tool for overcoming hurdles to building new networks. They
can also help break the rich-get-richer tendency in corporate networks,
where only the employees and investors, not the users, see upside when a
network succeeds.
Tokens Are Self-Marketing
Achieving a word-of-mouth chain reaction is the dream of any marketer .
One person tells the next two people, who tell the next four peop le, who tell
the next eight people, and so on, exponentially . Such testim onial-driven
marketing is the most effective and cost-ef ficient way to grow a product, a
brand, a community , a network. The trick is to be contagious.
Ever since Hotmail added a default footer to emails— PS: I love you.
Tokens as Self-Marketing
- The mobile app landscape is currently dominated by decade-old incumbents, making it increasingly difficult for new startups to break into established user routines.
- Startups are often forced to pay Big Tech gatekeepers for advertising, leading to high acquisition costs that frequently result in negative profit margins.
- Tokens offer an alternative growth strategy by transforming users into stakeholders who are financially and emotionally motivated to evangelize the network.
- This ownership model facilitates authentic peer-to-peer marketing through community activities like blogging, coding, and organizing meetups.
- Major blockchain networks such as Bitcoin and Ethereum have achieved massive scale without traditional marketing budgets by relying on these organic viral loops.
They sing praises and shout from the desktops.
s, see upside when a
network succeeds.
Tokens Are Self-Marketing
Achieving a word-of-mouth chain reaction is the dream of any marketer .
One person tells the next two people, who tell the next four peop le, who tell
the next eight people, and so on, exponentially . Such testim onial-driven
marketing is the most effective and cost-ef ficient way to grow a product, a
brand, a community , a network. The trick is to be contagious.
Ever since Hotmail added a default footer to emails— PS: I love you.
Get your free email at Hotmail —founders have obsessed over finding the
right viral loop to make their services infectious. Facebook figured it out for
socializing on college campuses. Snap got through to teenagers who were
tired of having a permanent digital record. Uber found the secre t in a magic
button to make rides and food instantly appear .
But many users have settled into habits since these corporate networks
first appeared. For evidence, look at the top apps in the Apple or Google
mobile stores. Almost all the products that consistently stay in those top
lists were founded more than a decade ago: Facebook (2004), YouTube
(2005), Twitter (2006), WhatsApp (2009), Uber (2009), Instagram (2010),
Snap (2011), and so on. Even the parent company of TikTok (2017) has
been around for longer than you might expect: ByteDance (2012).
I’m not saying new services will never hit it big. There will always be
exceptions. Maybe AI apps like ChatGPT will have staying power and
become the new top apps. But for the most part the game has changed. If
you talk to consumer internet investors, they’ll tell you that users have filled
up the home screens of their phones and it’s much harder for new apps to
break out. People’ s routines are set.
Big Tech companies are now the gatekeepers. For startups to reach
people, they first need to go through these services. Corporate networks in
the extract phase throttle how much free traffic startups receive and force
most startups to advertise to continue growing, as discussed in “Take
Rates.” To get noticed and stay relevant, many startups need to pay for
promotion.
Startups justify the increased marketing expenses under the theory that
if they retain enough customers, the long-term economics will work out.
They convince themselves that they will, someday , become profitable. In
practice, the marginal profitability of advertising declines as startups scale.
Many later-stag e startups—whe ther they’re selling mattresses, meal kits,
movie streaming, or whatever else—have high user acquisition costs and
negative mar gins. They devolve into bad business prospects, in other words.
Tokens provide a new way to skip advertising and acquire customers
through peer-to-peer evangelism . Tokens empower individuals to become
stakeholders in networks, not just participants. When users feel a sense of
ownership, they are motivated to contribute even more and spread the word.
These user-evangelists are more authentic and effective than corporate
marketing programs run by hired teams. They win hearts and minds through
blog posts, tweets, and code. They participate in forums. They sing praises
and shout from the desktops. Thanks to their economic and other benefits,
tokens don’ t need marketing, per se; tokens are self-marketing.
Blockchain networks depend on community-led evangelism, not
advertising. This allows them to grow without having to pay Big Tech
gatekeepers. Bitcoin and Ethere um don’t have companies behind them, let
alone marketing budgets, and yet tens of millions of people own their
tokens. Evangeli sts use word of mouth. They organize meetups, chat online,
trade memes, and write posts. The same happens with many other networks.
Almost none of the top blockchain networks have spent materially on
advertising. They don’ t need to; they’re contagious. Users do the marketing.
Tokens are a powerful tool, but they need to be used responsibly . The
networks they are part of should provide useful services.
Tokens and Community Ownership
- Blockchain networks leverage tokens to drive grassroots evangelism, often achieving massive scale without traditional advertising budgets.
- The text compares token holders to homeowners who are incentivized to build and promote their cities because they have a financial stake and a say in governance.
- Dogecoin serves as a primary case study, demonstrating how a parody project can maintain a multi-billion dollar valuation through community passion alone.
- Unlike corporate networks that capture all value, token-based systems allow users to share in the upside and control of the platforms they help build.
- While memecoins can be speculative or risky, their longevity highlights the powerful psychological and economic effect of making users owners.
To its users, Dogecoin may be a silly network, but at least it’s their silly network.
let
alone marketing budgets, and yet tens of millions of people own their
tokens. Evangeli sts use word of mouth. They organize meetups, chat online,
trade memes, and write posts. The same happens with many other networks.
Almost none of the top blockchain networks have spent materially on
advertising. They don’ t need to; they’re contagious. Users do the marketing.
Tokens are a powerful tool, but they need to be used responsibly . The
networks they are part of should provide useful services. Marketing should
be a means to building a network, not an end in itself. Otherwise, projects
evaporate as empty marketing schemes. (This is also why thoughtful
regulation is important, something I discuss in “Regulating Tokens.”)
Again, the city analogy is useful . Homeowners are incentivized to build
and promote their cities. They develop real estate and start businesses,
support local schools and sports teams, get involved in organizations and
civic causes. They are true community members with financial upside and a
say in governance.
Building true communities is the best way to go viral.
Making Users Owners
Perhaps the purest example of the self-marketing phenomenon in action is
Dogecoin, a well-known “memecoin,” or joke token.
Like many memecoins, Dogecoin sprang from the open-source ethos of
blockchains. Creating a blockchain network is easy because anyone can
“fork,” or copy , another project’ s code. Dogecoin is one such derivative. In
fact, it’s a copy of a copy…of a copy . Dogecoin is a fork of another project,
Luckycoin, whic h is a fork of Litecoin, which is a fork of Bitcoin. (That’ s
composability for you.)
The founders of Dogecoin intended the project to parody
cryptocurrencies like Bitcoin. Yet, despite being a spoof with no practical
applications, Dogecoin has maintained a market capitalization in the
billions of dollars for years. Only a few places accept the coin as payment,
but it has developed a passionat e following anyway . More than two million
users subscribe to the Dogecoin Reddit discussion forum, with Elon Musk
as the project’ s most famous supporter . After meeting at Dogecoin meetups,
some people have even gotten married.
Dogecoin’ s creators are sour about what they built and periodically
disparage crypto in an attempt to tamp down the mania over their invention.
Despite the founders’ criticism, the coin has taken on a life of its own—like
Frankenstein’ s monster , only cuter .
Dogecoin’ s tenacity proves how a grassroots community can propel a
blockchain network long after the original team departs—or even turns
hostile. To its users, Dogecoin may be a silly network, but at least it’s their
silly network. Users own and control the network. If there were meaningful
decisions to be made about the network’ s development, the users would get
to make them. If the network were to grow , Doge holders would see the
upside, which is not the case in corporate networks. Dogecoin is the closest
one can get to a clinical experiment demonstrating the power of tokens
absent confounding factors.
To be clear, I’m not a fan of Dogecoin, at least in its current state. I’m
not a fan of most memecoins, for that matter . The majority exist solely for
financial speculation, and at worst they can be Ponzi schemes that enrich
their promoters. (The beauty of permissionless innovation is, of course, that
if you disagree, you don’ t have to get my blessing or anyone else’ s.)
Despite its frivolity , the Dogeco in community has remained vibrant for
more than a decade. Other memecoins have remained strong for similarly
long periods. For thirty years users have been contributing to the growth of
internet networks but have received little in return. Corporate networks
forgot them. Dogecoin and other tokens actually include them, making them
owners and granting them real control and upside for the first time. Clearly ,
ownership has a powerful and lasting ef fect.
The Rise of User-Ownership
- Memecoins like Dogecoin demonstrate that ownership creates powerful, lasting community engagement that traditional corporate networks often lack.
- Decentralized exchanges like Uniswap have pioneered large-scale token distributions, granting early users significant financial upside and governance rights.
- While corporate giants like Facebook and YouTube profit from user-generated content, they typically exclude those users from participating in the network's financial success.
- Blockchain networks fundamentally shift the ownership paradigm by distributing the majority of tokens to the community based on their contributions.
- Despite minor efforts by companies like Airbnb and Uber to offer equity, their programs represent only a fraction of the ownership scale seen in blockchain models.
And yet in most corporate networks, users are treated as second-class citizens at best, or as a product to be served up to real customers, like advertisers, at worst.
e’ s.)
Despite its frivolity , the Dogeco in community has remained vibrant for
more than a decade. Other memecoins have remained strong for similarly
long periods. For thirty years users have been contributing to the growth of
internet networks but have received little in return. Corporate networks
forgot them. Dogecoin and other tokens actually include them, making them
owners and granting them real control and upside for the first time. Clearly ,
ownership has a powerful and lasting ef fect.
Now imagine pairing that effect with a network that provides useful
services. Uniswap comb ines a useful product—a decentralized token
exchange—with a dedicated community that benefits from the network’ s
success. More than $1 trillion in assets has flowed through the network
since its debut in late 2018. In 2020, Uniswap distributed free tokens—15
percent of its total supply— as a reward to anyone who ever used the
network. At the time, roughly 250,000 users received an “airdrop” worth
thousands of dollars per user, plus network governance rights. Additionally ,
the network set aside another 45 percent of its tokens for comm unity grant
programs, thereby allocating in total 60 percent of the network’ s tokens for
its community .
Turning users into owners at this scale is unprecedented in the history
of tech startups. Uniswap’ s community received a majority of the network’ s
financial upside and governance power . Most corporate networks are much
stingier when it comes to sharing anything of value with network
participants, beyond a narrow set of employees. Facebook, TikTok, Twitter ,
and most other large corporate networks set aside no shares for the users
who built, grew , and sustained these networks.
Throughout this book, I’ve discussed the drawbacks that arise from the
corporate network model. Corporations have done a lot of good too, of
course. As noted in “Take Rates,” the deflationary business models of
companies like Amazon, Airbnb, and Google lowered the price of services
for consumers while maintainin g or improving product quality . Users voted
with their feet, awarding money , attention, and data to companies whose
offerings were better than what came before.
But we should expect more from the internet. Cost savings are nice, but
wouldn’ t it be nicer if companies let users, not just shareholders, participate
in their financial success? The market cap of Big Tech companies totals in
the trillions of dollars. Users, especially early ones, contribute much to this
success. They sell products on Amazon, publish videos on YouTube, share
content on Twitter , and so on. Users make early bets, just as founders and
investors do. And yet in most corporate networks, users are treated as
second-class citizens at best, or as a product to be served up to real
customers, like advertisers, at worst.
There are glimmers of hope. Some companies have managed to set
aside equity for users as part of their initial public offering s. Notably ,
Airbnb, Lyft, and Uber reserved portions of their initial public offerings for
some homeowners and drivers and encouraged them to buy shares with
onetime cash bonuses. These programs are a step in the right direction. But
they account for only a fraction of these companies’ total ownership—in the
low, single-digit percentages.
Blockchain networks are, meanwhile, much more generous. In most
popular blockchain networks, the community receives more than 50 percent
of the total tokens, which are distributed in various ways, including through
airdrops, developer rewards, and early-adopter incentives. Instead of being
concentrated in the hands of a small group of insiders, ownership is broadly
distributed among users accord ing to how much they contribute to the
network.
This is how all networks should work. If corporate networks can figure
out how to give their communities significant ownership , as many
blockchain networks already do, that would be good for the world and a far
better outcome for users.
Tokenomics and Community Ownership
- Ownership in blockchain networks is broadly distributed to contributors via incentives, whereas corporate networks remain centralized.
- Tokens act as a mechanism to fulfill the original internet's decentralized vision, offering users commitments and open APIs that corporations lack.
- Tokenomics integrates traditional economic concepts with internet protocols to design sustainable incentive systems for blockchain participants.
- The development of blockchain economies is heavily influenced by video games like Eve Online, which features complex monetary policies and professional oversight.
- Sustainable network growth is achieved by carefully balancing the supply and demand of native tokens to maintain value and attract users.
While memecoin mutations, like Dogecoin, may seem like a joke, they show how users are embracing all sorts of tokens—some silly, some serious—in search of community, to fill the void left by corporate networks.
rious ways, including through
airdrops, developer rewards, and early-adopter incentives. Instead of being
concentrated in the hands of a small group of insiders, ownership is broadly
distributed among users accord ing to how much they contribute to the
network.
This is how all networks should work. If corporate networks can figure
out how to give their communities significant ownership , as many
blockchain networks already do, that would be good for the world and a far
better outcome for users. But corporate networks haven’ t done this so far
and don’t seem likely to. Beside s, even if corporations do find some way to
make it happen, they will still come up short in other areas, like making
strong commitments to users, guaranteeing low take rates, and ensuring
always-open, composable APIs.
Blockchain networks bake community ownership into their core design.
It’s in their DNA. While memecoin mutations, like Dogecoin, may seem
like a joke, they show how users are embracing all sorts of tokens—some
silly, some serious—in search of community , to fill the void left by
corporate networks. The internet was originally envisioned as a
decentralized network owned and controlled by its participants. Tokens
restore that vision.
OceanofPDF .com
10. Tokenomics
Prices are important not because money is considered paramount but because prices are a
fast and effective conveyor of information through a vast society in which fragmented
knowledge must be coordinated.
—Thomas Sowell
Designing systems of incentives to underpin blockchain networks is
sometimes know n as tokenomics—a blend of, you guessed it, “tokens” and
“economics.”
While tokenomics may sound like something entirely new, it’s novel
only insofar as it applies old concepts to the context of the internet.
Conceptually , there’s nothing that groundbreaking. Tokenomics mostly just
encompasses economics. (Prac titioners also call the discipline protocol
design, but I avoid this to prevent confusion with early internet-style
protocol networks.)
Blockchain netw orks didn’ t invent the idea of virtual econom ies with
built-in, or native, currencies. Games have had virtual economies for years.
In the 1970s and 1980s, arcades started swapping out the usual coin-
operated games with cabinets accepting proprietary tokens. As arcades
expanded, grew in popularity , and added more games, they often raised the
price of their tokens. Old tokens would still be usable, so if you bought a
bunch of tokens early and held on to them, you would have a lower
effective cost to play games than others.
A more sophisticated version of the same idea exists today within video
games. Eve Online, which has been around since the early 2000s, is
probably the game most famous for its virtual economy . Eve has millions of
players who trade and battle across a fictional galaxy called New Eden. The
game maker, CCP Games, publishes a data-rich monthly economic report
about conditions within the game, such as what market prices fictitious ores
like “veldspar ,” “scordite,” and “pyroxeres” are fetching. The studio takes
its econo my, based on so-called InterStellar Kredits, very seriously . It made
headlines in 2007 when it hired a respected PhD to run its in-game
monetary policy .
Eve’s success inspired a generation of followers, from simple mobile
games like Clash of Clans to hard-core games like League of Lege nds.
These games all have in-game currencies and ways players can earn and
spend those currencies. The game makers create demand for their digital
currencies with fun experiences that attract millions of player s, who then
use the native currencies to buy in-game virtual goods. Demand drives up
the currencies’ value; ebbing interest sends it downward.
Tokenomic designs in blockchain networks build on lessons learned in
video games. A blockchain economy , like any healthy virtual economy ,
should balance the supply and demand of native tokens to fuel sustainable
growth.
Balancing Blockchain Economies
- Blockchain networks utilize tokenomic designs inspired by video game economies to balance supply and demand.
- The metaphor of 'faucets' and 'sinks' helps designers visualize how tokens flow into and out of the network's ecosystem.
- Faucets serve as powerful incentives, similar to land grants, to attract developers and overcome the initial bootstrap problem.
- Sinks, such as access fees or token burning, align a token's price with the actual usage and popularity of the network.
- Ethereum uses 'gas' fees to manage compute demand, burning a portion of these tokens to reduce supply and potentially increase value.
A common metaphor for thinkin g about the design of token economies is to imagine tokens as water that flows through the plumbing of a house.
end those currencies. The game makers create demand for their digital
currencies with fun experiences that attract millions of player s, who then
use the native currencies to buy in-game virtual goods. Demand drives up
the currencies’ value; ebbing interest sends it downward.
Tokenomic designs in blockchain networks build on lessons learned in
video games. A blockchain economy , like any healthy virtual economy ,
should balance the supply and demand of native tokens to fuel sustainable
growth. A well-designed token economy helps the network flourish. The
right incentives turn users into communities of owners and contributors.
But incentives must be designed with intention, otherwise there can be
unintended consequences. “Incentive structures work, so you have to be
very careful of what you incent people to do,” as Steve Jobs once observed
about corporate incentives. Sounding a note of caution, he added, they can
“create all sorts of consequences that you can’ t anticipate.”
Faucets and Token Supply
A common metaphor for thinkin g about the design of token economies is to
imagine tokens as water that flows through the plumbing of a house.
Sources of supply are “faucets,” which provide water , and sources of
demand are “sinks,” which drain water .
The network designer ’s first goal is to balance the faucets and sinks so
water doesn’t over- or under -flow . Faucets that are too strong can lead to
more supply than demand—and therefore downward price pressure. Sinks
that are too strong can lead to less supply than demand—and therefore
upward price pressure. Without the right balance, token prices can swing
too far up or down, causing a bubble or crash. Such events distort incentives
and decrease a network’ s utility .
Much of the discussion in the last chapter concerns faucets: token
grants for developers, bootstrapping networks with token rewards, air-
dropping tokens to early users, and other activities. Ideally , faucets optimize
for positive behaviors that grow the network. They should incentivize
software developers to build new features and experiences, and they should
turn other participants, such as creators and users, into a community that’s
motivated to cultivate and grow the network.
Common examples of faucets include the following:
Faucets are a powerful tool for building networks. The token incentives
they distribute can help overc ome the bootstrap problem, recruit early
contributors, fund ongoing development, share upside with a broad
community of users, and keep networks secure. They are analogous to land
grants in early cities that align incentives and encourage real estate,
business, and other development.
Sinks and Token Demand
The best sinks tie token demand to network activity , thereby aligning the
token price to the network’ s usage and popularity . Useful networks generate
more token demand, while less useful networks generate less demand.
Sinks that charge fees for netwo rk access or usage are known, aptly , as
access or fee sinks. You can think of them as the digital equivalent of
highway tolls, collecting just enough for network upkeep. Ethereum and
certain DeFi networks take this approach. The Ethereum network has a
maximum capacity and can run a limited amount of code at any given time.
To avoid overload, the network charges for computing time. (Recall that
Ethereum behaves like a public computer , reminiscent of time-sharing
mainframe computers from decades ago.)
The cost of compute on Ethereum is called gas. The price of gas is a
small denomination of the native token ether , which varies according to
supply and demand. The Ethereum network collects some of its gas fees to
buy and “burn” (read: destroy) tokens. This collection and burning activity
reduces the token supply and, in theory , increases the price of ether
(assuming constant demand).
Token Economics and Sinks
- Access sinks, such as Ethereum's 'gas' fees, reduce token supply by burning a portion of transaction costs, which can theoretically increase the price of the native token.
- Security sinks reward users for 'staking' or locking up tokens to validate the network, creating a balance between network security and potential inflation from reward faucets.
- Governance sinks attempt to drive token demand by granting users voting power over network changes, though they often struggle with the free-rider problem of voter apathy.
- Effective economic designs link sinks to network usage, creating a virtuous cycle where increased activity drains the token supply and funds further development.
- The health of a blockchain community is often reflected in its discussions, where an obsession with token price indicates a 'casino culture' rather than a focus on technology.
Paying excessive attention to prices is a bad sign—a hallmark of casino culture.
t
Ethereum behaves like a public computer , reminiscent of time-sharing
mainframe computers from decades ago.)
The cost of compute on Ethereum is called gas. The price of gas is a
small denomination of the native token ether , which varies according to
supply and demand. The Ethereum network collects some of its gas fees to
buy and “burn” (read: destroy) tokens. This collection and burning activity
reduces the token supply and, in theory , increases the price of ether
(assuming constant demand). Similarly , DeFi networks like Aave,
Compound, and Curve take fees and save the proceeds in their network
treasuries, which can later be redistributed via faucets. All of this happens
automatically , powered by immutable code embedded in each blockchain
network.
Another common sink for base-layer blockchains is a “security” sink
that rewards token holders for “staking,” or locking up tokens in validators.
As discussed earlier in “Blockchains,” validators are computers that
maintain the security of a netw ork by verifying the validity of proposed
transactions. Staking is the process by which users lock tokens in code-
enforced escrow accounts. If a validator behaves honestly , it gets rewarded
with more tokens. In some netw ork designs there can also be a penalty if
the validator behaves dishonestly . Staking is a double-edged sword: it
creates both a sink, which locks up (and sometimes confiscates) tokens, and
a faucet, which rewards honest stakers with tokens.
Security sinks have pros and cons. On the pro side, they promote
network securit y. The more money that’s at stake, the more secure the
network and its applications. As applications running on the network
become more popular , more people pay to use them and network revenue
goes up. This puts upward pressure on the token price, which raises the
staking rewards . This, in turn, encourages more staking and, thus,
improvements in network security .
On the con side, security sinks can be expensive. Designed with built-in
faucets to reward staking, they can counteract demand pressure by adding
to the token supply, potentially depressing prices. This is why blockchain
networks like Ethereum combin e access sinks with security sinks, and why
their communities fine-tune token inflows and outflows to ensure balance.
Too much of one or the other can throw a system out of whack.
The last common type of sink we’ll cover here is “governance ” sinks.
Some tokens give users the power to vote on changes to the network. Users
will buy tokens, so the thinking goes, to gain more influence. The incentive
to vote gets people to acquire and hold tokens, taking them out of
circulation, therefore generating demand for tokens and a resulting sink.
Governance sinks can, however , suffer from free-rider problems. Free
ridership happen s when people don’t vote. They might skip out because
they think the outcomes of the vote don’t matter , or because they believe an
election will swing their way regardless of whether they participate.
Governance tokens help keep networks democratic, but they are unlikely to
sustain token demand all by themselves.
Well-designed sinks correlate with network usage. As usage increases,
more tokens drain away , which creates upward price pressure. Upward price
pressure increases the value of token rewards used for security , software
development, and other constructive activities. Designed correctly , sinks
create a virtuous cycle.
Badly designed faucets and sinks can, however , fuel a speculative
environment that destroys the spirit of the community . Some blockchain
communities focus almost exclusively on token prices. Paying excessive
attention to prices is a bad sign—a hallmark of casino culture. Well-
designed token incentives focus communities on constructive topics, like
new applications and technology improvements. The quality of a project’ s
discussions often reveals the health of its community .
Valuing Token Economies
- Token design determines whether a community becomes a speculative 'casino' or a constructive hub for technological improvement.
- Critics often dismiss blockchain by focusing on the worst actors, ignoring historical precedents like the skepticism faced by early railroads and the internet.
- The inherent flexibility of software allows for any imaginable economic model to be encoded, enabling sustainable supply and demand structures.
- Ethereum demonstrates healthy tokenomics by using transaction fees to burn tokens, creating a system analogous to corporate cash flow.
- By analyzing transparent 'faucets' and 'sinks,' investors can value blockchain networks using traditional metrics such as price-to-earnings ratios.
The railroad wasn’t worthless just because many unviable railroad companies fed early stock market mania.
virtuous cycle.
Badly designed faucets and sinks can, however , fuel a speculative
environment that destroys the spirit of the community . Some blockchain
communities focus almost exclusively on token prices. Paying excessive
attention to prices is a bad sign—a hallmark of casino culture. Well-
designed token incentives focus communities on constructive topics, like
new applications and technology improvements. The quality of a project’ s
discussions often reveals the health of its community .
Tokens Can Be Valued Using Traditional Financial Methods
A common argument against blockchain networks is that tokens are purely
speculative and have no intrinsic value. Newspaper columnists routinely
refer to them as scams. Warren Buffett branded them “rat poison.” Michael
Burry , the contrarian trader of The Big Short fame, has labeled them “magic
beans.” The implication is that networks that depend on tokens can’t be
useful. It’ s all just a speculative mirage.
Cherry-picking the worst examples of an emer ging technology to
dismiss a promising new industry out of hand may make for catchy
headlines, but it is a disingenu ous form of criticism. The railroad wasn’ t
worthless just because many unviable railroad companies fed early stock
market mania. When automobiles made their debut, they were considered
impractical, inefficient, and life threatening. The early internet featured
content that was silly, offensive, even dangerous, and many people who
thought they knew better regarded the industry as either unserious or, at the
other extreme, morally hazardous.
Understanding new technologies takes work. Critics who focus on the
bad while dismissing the good fail to foresee the long-term potential of
disruptive innovation. While it is true that there are plenty of poorly
designed tokens driven purely by speculation (see: most memecoins), this is
not true of all tokens. What the criticisms miss is that software is a highly
plastic medium and that almost any economic model that can be dreamed
up can be implemented in software. An honest assessment would look at the
details of token designs instead of generalizing from a few bad ones.
There are plenty of well-designed tokens that have sustainable sources
of supply and demand. Take Ethereum, for example. Recall how the system
collects fees on transactions, or network usage, and how it uses these funds
to buy and burn tokens, thereb y taking them out of circulation . Reducing
the supply of tokens can increase the value of existing ones, benefiting
token holders. All of this happens automatically as part of the system’ s
transparently encoded rules, with no company making decisions about the
process behind the scenes. The design makes sense.
Put another way, Ethereum gene rates the token equivalent of cash flow.
The more applications writte n for Ethereum, and the more those
applications get used, the greater the demand for computing time and for
Ethereum’ s native token. The supply of ether varies but, genera lly, after all
faucets and sinks are accounted for, has stayed relatively flat (in the past it
increased slowly; recently it has been decreasing). This means the price of
ether should roughly correlate with the popularity of applications built on
the network. By studying the cash flows and burn rates of blockchain
networks, you can value tokens like Ethereum’ s using traditional financial
metrics such as price-to-earnings ratios.
Ethereum shows what good token design can be, but it is not the only
well-designed blockchain network. Others include DeFi networks that use
similar models. The tokens these networks collect as fees go toward funding
network activities, such as buying and burning tokens, or distributing
money to token holders. If you understand a system’ s faucets and sinks, you
can evaluate its tokens. Access and fee sinks generate network earnings,
minus any costs .
Valuing Tokens and Market Cycles
- Blockchain tokens can be evaluated using standard financial metrics, such as price-to-earnings ratios and cash flow analysis.
- The value of a network token relies on its economic design and whether its 'faucets and sinks' successfully convert popularity into sustained demand.
- Comparing blockchain networks to real estate illustrates how access fees generate a fundamental value similar to rental property income.
- Technological revolutions typically follow a predictable cycle involving an initial speculative frenzy, a market crash, and a subsequent deployment phase.
- While skeptics may doubt specific platforms, tokens are best understood as functional assets for virtual economies rather than speculative 'magic beans'.
Tokens are not magic beans. They are assets used to power virtual economies, and they can be valued using traditional financial methods.
metrics such as price-to-earnings ratios.
Ethereum shows what good token design can be, but it is not the only
well-designed blockchain network. Others include DeFi networks that use
similar models. The tokens these networks collect as fees go toward funding
network activities, such as buying and burning tokens, or distributing
money to token holders. If you understand a system’ s faucets and sinks, you
can evaluate its tokens. Access and fee sinks generate network earnings,
minus any costs . The price of tokens times the supply (with some discount
rate applied to future token issuances) yields market capitalization. All of
this is standard finance.
Compare what we’re talking about with real estate. Blockchain
networks that charge for acces s have characteristics similar to property
holdings. “Price-to-rental” is a common valuation metric in realty , for
example. You can calculate it by dividing home price by annual rent. The
answer may inform whether you choose to buy or rent a house, or to live in
or rent a house you own. That you can always rent out real estate and
generate cash flow provides a model for valuing the assets. In the same
way, you can apply fundamental analysis to blockchain networks to
determine a fair value for tokens.
Whether tokens have value reduces, primarily , to whether they will
have long-term demand. This depends, in part, on their economic design.
The faucets and sinks of a blockchain network need to be designed such
that network popularity converts into sustained token demand.
Of course, this raises a trickier question: Will the network be popular?
It’s impossible to know . Some networks will succeed, and some won’ t. This
I can say for sure, though: the ones that succeed will offer useful services
that attract users to the network.
A reasonable skeptic might doubt the viability of a specific network or
whether the world needs blockc hain networks at all. Maybe the internet has
enough networks. Maybe corpo rate networks are sufficient and will keep
winning, either because users are too locked in already or because they’ll
always outcompete blockchains in areas like user experience. That’s not my
view , but it’s a valid stance for a critic to assum e. What’ s unreasonable is to
say that tokens are based on fanciful economic theories. Tokens are not
magic beans. They are assets used to power virtual economies, and they can
be valued using traditional financial methods.
Financial Cycles
Speculation exists everywhere property can be bought or sold, from equities
and commodities to real estate and collectibles. Markets have always had
speculation, and they always will. Tokens are no exception. Economic
agents are excitable, especially in the presence of a promising new
technology , business, or asset.
In her 2002 book, Technological Revolutions and Financial Capital,
Carlota Perez, an economic historian, describes how tech-driven economic
revolutions follow predictable cycles. First there is an “installation phase,”
involving an “irruption,” or tech breakthrough, followed by a “frenzy” of
speculation. Then comes a market crash: the bubble bursts. After that, a
“deployment phase” takes place , including a period of “syner gy,” where the
new tech gets adopted. Finally , industry consolidates and reaches
“maturity ,” making once-groundbreaking inventions routine. And so, in fits
and starts, capitalism progresses.
Another way of looking at the course of tech innovation is through the
“hype cycle,” a management framework the consulting firm Gartner made
popular starting in 1995. Gartner ’s model builds on the work of other
thinkers, like the economist Joseph Schumpeter , known for his theory of
creative destruction. The model illustrates how when a new technology
arrives, the excitement it genera tes can catalyze a financial bubble (the peak
of inflated expectations). A crash usually follows (the trough of
disillusionment).
The Price-Innovation Cycle
- The hype cycle framework illustrates how new technologies transition from financial bubbles and disillusionment into periods of sustainable productive growth.
- Blockchain networks experience intense speculative cycles because their core innovation—digital ownership—inherently enables trading and market activity.
- The 'price-innovation cycle' suggests that market peaks attract builders who remain in the industry after a crash, incubating the next wave of advancement.
- Historical precedents like the dot-com boom demonstrate that speculative manias provide the capital necessary to build the infrastructure for future technological phases.
- Speculation tends to subside as investors learn to value new technologies based on fundamental principles rather than pure excitement.
Any skeptic who dismissed dot-coms as magic beans would have missed out on the successes of Google, Amazon, and others.
king at the course of tech innovation is through the
“hype cycle,” a management framework the consulting firm Gartner made
popular starting in 1995. Gartner ’s model builds on the work of other
thinkers, like the economist Joseph Schumpeter , known for his theory of
creative destruction. The model illustrates how when a new technology
arrives, the excitement it genera tes can catalyze a financial bubble (the peak
of inflated expectations). A crash usually follows (the trough of
disillusionment). Then there’ s a long period of productive growth as the
technology gets broadly deployed (the slope of enlightenment).
The hype cycle has played out many times across many techn ologies,
including railroads, electricity , and automobiles. Take the internet, for
instance. Dot-co m mania climbed toward its “peak of inflated expectations”
in the 1990s. A slew of overpr iced IPOs came out of that era, but so did
several legitima te and wildly successful companies. After the early 2000s’
“trough of disillusionment,” two steady decades followed along the “slope
of enlightenmen t,” bringing internet valuations back to new highs, this time
driven by fundamentals. Any skeptic who dismissed dot-com s as magic
beans would have missed out on the successes of Google, Amazon, and
others.
Blockchain netw orks have already gone through multiple boom-and-
bust cycles, each one bigger than the last. Some of the initial excitement
was grounded in genuine tech breakthroughs. In 2009, Bitcoin pioneered
the concept of a blockchain. In 2015, Ethereum expanded on the concept,
creating a general-purpose programming platform. Both were technological
advances that marked a classic period of irruption, in Perez’ s terms. As
often happens, market excitement then got ahead of itself. The
technological reality didn’ t support the outsized returns investors and
entrepreneurs sought, at least not immediately . Crashes, sometimes
precipitated by shocks, like macroeconomic events or the collapse of a
prominent project, ensued.
One could argue that blockchains, more than other technologies,
exacerbate speculative cycles because their key innovation is to enable
digital ownershi p. When you own something, you can do what you like
with it, including buying or selling it. If we lived in a world in which you
could only rent houses, and one day someone invented a way for you to
own houses, speculative real estate markets would almost certainly pop up.
Smart policy and regulation can help tamp down speculation (a topic I
discuss further in “Regulating Tokens”), but speculation also tends to quiet
down naturally as people learn how to value new technologies based on
fundamentals.
My colle agues and I have studie d the ups and downs of token markets,
and we call the pattern we’ve observed the price-innovation cycle. Token
markets follow the same cyclical patterns economists have long studied,
discussed above . New innovations kick off a period of interest and activity ,
which generates enthusiasm and price increases. This attracts more
founders, develo pers, builders, and creators to the industry . If the market
crashes because expectations overinflate, builders stick around and keep
working on new ideas. Their efforts incubate further advances that
eventually renew the cycle. As of the time of my writing, we’ve been
through at least three cycles, and we expect the trend to continue.
Speculative manias don’t just characterize tech revolutions; they often
enable them. Many emer ging technologies are resource intensive and
depend on big capital inflows to fund the infrastructure required for the next
rollout phase. Railroads require enormous amounts of steel production and
spike-driving labor. Electricity flows only as far as a power grid can carry
it, and automobiles roll only as far as roads can take them. The dot-com
boom built out massive broadband infrastructure, which would later be
essential for the industry’ s growth. Speculative investments don’t always go
to waste.
Investment and Digital Governance
- Major technological shifts, from railroads to blockchains, require massive capital inflows to build the infrastructure necessary for widespread adoption.
- Blockchain markets are expected to move from speculative popularity to long-term stability driven by fundamental supply and demand.
- Internet protocols operate as a bottom-up democracy where developers and users effectively "vote" on standards through their participation.
- Global internet governance is managed by a patchwork of nonprofit organizations that rely on consensus and recommendations rather than government-led edicts.
To quote an old Wall Street adage attributed to Benja min Graham, the father of value investing: markets are a voting machine in the short term and a weighing machine in the long term.
chnologies are resource intensive and
depend on big capital inflows to fund the infrastructure required for the next
rollout phase. Railroads require enormous amounts of steel production and
spike-driving labor. Electricity flows only as far as a power grid can carry
it, and automobiles roll only as far as roads can take them. The dot-com
boom built out massive broadband infrastructure, which would later be
essential for the industry’ s growth. Speculative investments don’t always go
to waste.
Blockchains need big investments too. They require tooling and
infrastructure, and the network s and applications that are built on top of
them require capital to fuel growth. Big Tech corporate network s spent tens
of billions of dollars to scale to billions of users. Networks that intend to
compete with them will require similar sums. A little exuberance, whether
rational or irrational, goes a long way .
I expect the markets around blockchain networks will follow the same
trajectory that markets around other technologies have followed throughout
history . Over time, fundamental s will drive token prices just as they drive
prices in other markets. Speculation will cool, replaced by a more sober
evaluation of the sources of token supply and demand. To quote an old Wall
Street adage attributed to Benja min Graham, the father of value investing:
markets are a voting machine in the short term and a weighing machine in
the long term.
In other words, assets with actual substance or weight—fundamental
value, in finance-speak—have the best prospects over the long term. The
implication is that it may be prudent not to let any short term razzle-dazzle
distract you. Just because somet hing wins a popularity contest today doesn’ t
mean it will age well.
OceanofPDF .com
11. Network Governance
Democracy is the worst form of government, except for all the others that have been
tried.
—Winston Churchill
The internet’s core protocol networks approximate a democra cy. At their
foundation, developers weigh in on and implement technical standards.
Many developers are independe nt and free to make their own choices, or
they are part of larger companie s that make client applications. If someone
proposes to change an existing protocol or invent a new one, it’s up to
developers and businesses to put the ideas into practice. Propo sals are just
that, proposals.
It is in this sense that these protocols are owned and operated by the
internet commun ity. Developers “vote” on proposals by deciding whether to
include them in software. Users “vote” too, indirectly , by deciding on which
products to use. Everyone more or less has a say .
At a higher level, internet gove rnance emer ges from an organizational
patchwork of technical standards coordinators. The World Wide Web
Consortium (W3C), an international nonprofit, provides a forum for
hundreds of member organizations, including research institutions,
government groups, small companies, and big corporations , to discuss web-
related standards. The volunteer -only Internet Engineering Task Force
(IETF), part of the separate nonprofit Internet Society , maintains standa rds
for internet protocols like emai l. ICANN, yet another nonprofit, oversees
the internet’ s name space, including by allocating IP addresses, accrediting
domain name registrars, and adjudicating disputes over trademarks and
other legal matters. Except for ICANN, these organizations are not really
governing bodie s. Yes, they set protocol standards and convene discussions
but, for the most part, they issue recommendations, not edicts.
Governments are responsible for regulation and enforcement, though
they generally do not interfere with underlying technology . Government
groups participa te in internet governance as advisers, providing input on
protocols, but the policies that result are ultimately the product of a
dialogue among industry , civil society , academia, and others.
Protocol Governance vs. Corporate Control
- Internet governance bodies prioritize consensus and recommendations over formal edicts, fostering a collaborative dialogue between diverse stakeholders.
- Regulation focuses on the behavior of people and applications rather than the underlying protocols, ensuring the core technology remains neutral and flexible.
- Corporate networks are described as dictatorships where management holds absolute power to make unilateral, often opaque decisions at the expense of users.
- Recent shifts in platform ownership highlight the risks of centralized control, where the livelihoods of creators depend on the changing views of whoever owns the company.
We reject: kings, presidents, and voting. We believe in: rough consensus and running code.
ot really
governing bodie s. Yes, they set protocol standards and convene discussions
but, for the most part, they issue recommendations, not edicts.
Governments are responsible for regulation and enforcement, though
they generally do not interfere with underlying technology . Government
groups participa te in internet governance as advisers, providing input on
protocols, but the policies that result are ultimately the product of a
dialogue among industry , civil society , academia, and others. David Clark,
an MIT research er and internet pioneer , best captured the spirit of protocol
network governance when he said, “We reject: kings, presidents, and
voting. We believe in: rough consensus and running code.” (The IETF
would later adopt Clark’ s words as its unof ficial motto.)
Historically , internet regulation has not targeted protocols, but instead
has targeted the people and companies who interact with protocols. That
includes businesses that make client apps. Authorities do not require that
the email protocol, SMTP , block the transmission of spam, for example.
Instead, governments regulate the misuse of email by fining any person or
business that violates certain spam-fighting laws, such as false advertising
or ignoring email opt-out requests. Software developers, businesses, and
others can comply with such regulations (which target their apps,
companies, and client software, rather than the underlying protocols) or
suffer the consequences. It’s their choice. By observing this simple setup—
regulating apps, not protocols—governments help preserve the promise of
the underlying technology .
If protocol networks are democracies, corporate networks are
dictatorships. They’re governed, absolutely , by their owners: effective at
coordinating, but inherently unfair . When management issues a directive,
everyone must obey . At the same time, nothing stops management from
changing policie s at will to suit corporate interests at the expense of other
network stakeholders. The econo mic might of corporate networks and these
networks’ ability to make unilateral decisions give them a competitive edge
over protocol networks. But corporate decision-making processes are
usually opaque, capricious, and, as some users allege, discriminatory .
Most of today’ s popular internet products are corporate owned, meaning
they’re governed as dictatorships. Corporate networks have been a boon for
big players in Silicon Valley , many of whom are happy with the status quo.
The corporate model is so intert wined with how the internet operates today
that people sometimes forget there are other ways to govern networks. But
cracks in the edifice of corporate networks are beginning to show , and
people are catching on to their harmful effects. The fissures are most
pronounced in social networks, arguably the most significant class of
corporate networks.
While questions of network governance might have seemed academic a
few years ago, they’ve since become mainstream concerns. Debates over
the gove rnance of popular corporate networks like Facebook, Twitter , and
YouTube are increasingly common. How should the algorithms rank
content? Who should have access? What are the right moderation policies?
How should user data be handle d? How should ads and monetiz ation work?
For many businesses and creators, these questions directly affect their
livelihoods; they may even af fect democracy itself.
I believe there’ s a better way to govern networks—and I’m not the only
one. People who share this mindset believe that network governance
shouldn’ t depen d on who migh t own a specific company , or the views of
whoever happens to work there at any given time. Take Twitter , for
example. Maybe you liked the way the company ran before Elon Musk took
over, but do you like it now? Maybe you like the way your favorite network
is curren tly governed, but will you like it in the long term?
Governing Digital Networks
- There is a growing consensus that critical internet networks should not be controlled by the changing whims of individual owners or corporate leadership.
- The nonprofit model, exemplified by Wikipedia, offers a potential solution but remains an outlier due to its unique low-maintenance nature and static product needs.
- Prominent tech organizations like Mozilla and OpenAI eventually pivoted to for-profit subsidiaries to compete with the massive capital of Big Tech.
- Competing in the modern internet landscape requires significant revenue and capital access, which places pure nonprofits at a severe structural disadvantage.
- Alternative governance models include returning to open, verifiable protocols that no single institution or individual can own or manipulate.
It’s hard to be a nonprofit in a for-profit world.
cy itself.
I believe there’ s a better way to govern networks—and I’m not the only
one. People who share this mindset believe that network governance
shouldn’ t depen d on who migh t own a specific company , or the views of
whoever happens to work there at any given time. Take Twitter , for
example. Maybe you liked the way the company ran before Elon Musk took
over, but do you like it now? Maybe you like the way your favorite network
is curren tly governed, but will you like it in the long term? A growing
number of people are coming around to the idea that networks are too
important to leave to the whims of single, powerful companies or
individuals.
The Nonpro t Model
Some people believe nonprof it legal entities provide a solution. The
network would still be a dictatorship, but at least it would be controlled by
an organization that has motive s beyond financial success. Proponents of
this approach cite Wikipedia, the crowdsourced encyclopedia owned and
supported by the nonprofit Wikimedia Foundation, as a model. It’s an
interesting idea, but is it capable of being extended to other areas of
technology?
Wikipedia is a special case: it is the only large-scale internet service
structured as a nonprofit. Wikipedia was able to succeed this way due to a
combination of factors, including the goodwill of its founders, its long-
standing network effects, and its low upkeep costs. Unlike many other
internet services , Wikipedia hasn’ t needed many product changes since its
introduction in 2001. Consumer demand for encyclopedia information
hasn’ t changed much as tech platforms have shifted. As a result,
Wikipedia’ s expenses have remained relatively low and supportable through
voluntary donations.
To the credit of its founders and board, Wikipedia hasn’ t wavered in its
mission even when it might have been easy to get distracted or try to cash
in. It would be great if Wikipedia’ s nonprofit model could extend to other
areas, but it is exceedingly rare for modern internet services to need so little
ongoing investment. Indeed, the two most prominent attempts to replicate
Wikipedia’ s success in other domains have both since pivoted away from
their founding nonprofit structures.
The first is Mozilla, creator of the Firefox web browser . Mozill a began
in 1998 as an open-source projec t to steward code for the early web browser
Netscape Comm unicator . In 2005, two years after spinning out Netscape
assets as a nonprofit, Mozilla created a for-profit subsidiary , the Mozilla
Corporation. This allowed it to pursue more aggressive business tactics that
are prohibited for tax-exempt nonprofits, including inking a multi-hundred-
million-dollar deal with Google and acquiring smaller companies to
accelerate product development.
The second example is OpenA I, creator of ChatGPT and other tools.
OpenAI original ly started as a nonprofit in 2015. Four years later, it rolled
out a for-profit subsidiary to raise the billions of dollars it needed to
compete with Big Tech AI ef forts. The startup went corporate.
It’s hard to be a nonprofit in a for-profit world. Both of these
organizations’ transitions were probably necessary . The interne t is a highly
competitive place dominated by big companies with tens of billions of
dollars in cash reserves. Competing without generating revenue or
accessing capital markets immediately puts nonprofits at a disadvantage.
The nonprofit model sounds good in theory , but it is very hard to make
work in practice.
Federated Networks
Another solution to better governance is to return to protocol networks.
Jack Dorsey , co-founder and former chief executive of Twitter , has
advocated for this approach. No “individual or institutions should own
social media, or more generally media companies. It should be an open and
verifiable protocol,” Dorsey tweeted in April 2022, after having stepped
down as Twitter CEO.
The Rise of Federated Networks
- Jack Dorsey and other tech leaders advocate for a return to open protocol networks to solve the governance issues inherent in centralized social media.
- Numerous decentralized alternatives, including Mastodon and Bluesky, utilize the Fediverse model where users run and maintain independent servers.
- Federated networks use cross-server communication protocols like ActivityPub to simulate centralized features without a single corporate owner.
- The author compares corporate networks to one large dictatorship, while federated networks represent a collection of many smaller, competing dictatorships.
- These decentralized systems face significant technical hurdles, specifically regarding user friction and the lack of a central repository for searching content.
These countries are still dictatorships, but there are now many dictatorships to choose from.
advantage.
The nonprofit model sounds good in theory , but it is very hard to make
work in practice.
Federated Networks
Another solution to better governance is to return to protocol networks.
Jack Dorsey , co-founder and former chief executive of Twitter , has
advocated for this approach. No “individual or institutions should own
social media, or more generally media companies. It should be an open and
verifiable protocol,” Dorsey tweeted in April 2022, after having stepped
down as Twitter CEO. Later that year, asked to reflect on his tenure, Dorsey
added that Twitter becoming a company was “the biggest issue and my
biggest regret.”
We’ve already discussed some attempts to revive protocol networks in
“The Fall of RSS.” There have been many others: Friend of a Friend, a
2000s-era decentralized protocol for social graphs. StatusNet, a distributed
open-source social network, from 2009, which later merged with similar
projects, FreeSocial and GNU Social. Scuttlebutt, a self-hosted social
networking project, from 2014. Mastodon, a network built on the
decentralized social protocol ActivityPub, from 2016. The web creator Tim
Berners-Lee’ s Solid, short for “social linked data,” in 2018. Bluesky , a
Dorsey-backed Twitter alternative that uses a decentralized protocol of its
own design, incubated in 2019. Meta’ s answer to Twitter , Threads, which
launched in 2023 and will one day interoperate with ActivityPub, so the
company says. Miscellaneous others: Friendica (decentralized Facebook),
Funkwhale (decentralized SoundCloud), Pixelfed (decentralized Instagram),
Pleroma (decen tralized Twitter ), PeerT ube (decentralized YouTube), and
more.
People keep trying to make the protocol approach to social networking
work. Maybe one or more of these protocols will achieve mainstream
adoption, but they have challen ges to overcome, many arising from their
network design s. Most implementations rely on a specific variation of
protocol networks called federated networks. These protocols don’t use
centralized data centers to host people’ s data the way corporate networks
do. Inste ad, people run their own instances of the software, called servers,
to host the data. People refer to such ef forts, collectively , as the Fediverse.
Several Twitter alternatives, including some mentioned above—
Bluesky , Mastodon, Meta’ s Threads—either work or intend to work this
way. Anyone can download open-source software and run their own server
or apply for an account as a user at an existing server . Every server has its
own admissions process and community standards. Cross-server
communications protocols, the most popular of which is ActivityPub, allow
users to follow the activity of users on other servers. This lets the system
simulate some features of centralized systems without having a single
company in control.
A physical analogy helps to explain the design. Think of a corporate
network like Twitter as a large country with a single ruler. By contrast,
federated networks are like a collection of smaller countries, each
controlled by a single ruler. These countries are still dictatorships, but there
are now many dictatorships to choose from. Users can decide where to
spend time, which gives them some say over how they are governed. The
system is an improvement over corporate networks, where there is no
choice.
Federated networks have two main weaknesses, though. The first is
friction. The impediments are due mainly to the boundaries betw een servers
that are running independently . For example, searching for content and
interacting with users across servers can be cumbersome because there is no
central data repository . One server might store a user’s post, and another
server might store a reply to that post, but no central servers store the entire
thread. This makes it difficult to provide a global view of what is happening
across the network.
The Friction of Federation
- Federated networks experience significant friction because data is fragmented across independent servers, complicating basic functions like global search and thread tracking.
- Blockchains offer a unique architectural middle ground by centralizing data for accessibility while keeping its governance and control decentralized.
- Adoption of blockchain solutions is often hindered by the "casino culture" stigma, even though newer systems offer the performance necessary for social networks.
- The lack of formal guardrails in federated networks creates a risk of "protocol coups," where popular server owners become de facto dictators of user data.
Without building consent and resistance into the protocol and infrastructure, we’re just forcing most users to pick a new dictator for their data without any real basis for that choice.
though. The first is
friction. The impediments are due mainly to the boundaries betw een servers
that are running independently . For example, searching for content and
interacting with users across servers can be cumbersome because there is no
central data repository . One server might store a user’s post, and another
server might store a reply to that post, but no central servers store the entire
thread. This makes it difficult to provide a global view of what is happening
across the network.
Because of their architecture , federated networks have difficulty
matching the smooth user experiences of other networks. Corporate
networks elimin ate friction by storing data in centralized data centers while
blockchain networks eliminate friction by storing data on a blockchain.
(Recall that blockchains are distributed, virtual computers that can store
arbitrary inform ation, includin g social data.) Federated networks, like
protocol networks, have no centralized components, and thus no central
place to store data, which is a problem because, as history shows, even
small amounts of friction can stymie adoption.
How might one fix this? Imagine another system on top of a federated
network that collects data from the individual servers and aggregates that
data into a single, centralized database. Sometimes servers will disagree , so
the system needs a way to adjud icate disputes to decide which servers best
represent the network’ s true state. Well, guess what? We’ve just invented a
blockchain. Blockchains provide a mechanism for centralizing data while
keeping control of that data decentralized.
Many proponen ts of federated networks refuse to use or even to
consider blockc hains, presumab ly because of the associations blockchains
have with the casino culture of scams and speculation. This is unfortunate.
Anyone who looks at blockchains dispassionately will see them as powerful
tools that can help to compete with corporate networks. (See “The
Computer versus the Casino” for more.)
To complicate matters further , some federated-network proponents will
consider using blockchains, but only specific blockchains. For one, Dorsey
has expressed interest in using Bitcoin as part of a decentralized social
network. The problem is that Bitcoin has high transaction fees (typically
more than $1 per transaction) and slow transaction times (usually ten
minutes or longer , depending on various factors including network
conditions). Some projects are trying to fix these limitations by building
layers on top of Bitcoin. I hope they succeed. Without them, it’s hard to see
how Bitcoin can be a key component of a decentralized social network that
can credibly challenge corporate networks.
Meanwhile, other systems already have sufficient performance to help
power next-gen eration social networks. Newer blockchains and so-called
layer -two systems built on top of Ethereum are among the existing options.
Protocol Coups
The second weakness of federated networks is the risk of protocol coups.
That is, even if a federated network succeeds, it may spawn a new corporate
network and thereby re-create the same problems discussed throughout this
book.
As mentioned, federated netwo rks are like a federation of countries.
They have common rules but they still have cross-border frictions. Users
tend to cluster in the most popu lar country (read: server), which gives that
country’ s ruler (read: server owner) effectively unlimited authority to set
and change rules. People who study such systems are aware of the risks. As
one privacy researcher aptly put it in a 2018 blog post titled “Federation Is
the Worst of All Worlds,” “Without building consent and resista nce into the
protocol and infrastructure, we’re just forcing most users to pick a new
dictator for their data without any real basis for that choice.”
Nothing binds a server in a federated network to its word. That’ s the
problem. The system has no guardrails.
Similar coups have already happened.
The Fragility of Federated Networks
- Federated networks lack inherent guardrails, often resulting in a fragmented system where users simply trade one data dictator for another.
- Economic incentives and the high cost of scaling large servers inevitably drive federated nodes toward corporate logic and the removal of interoperability.
- The 'attract and extract' cycle illustrates how platforms use open standards to grow before pivoting to closed, proprietary models to maximize revenue.
- Dominant nodes in classic protocols, such as Gmail in the email ecosystem, exert outsized influence that can marginalize smaller participants and undermine core standards.
- Blockchains present a new governance model by encoding immutable rules into software, acting as a 'network constitution' to resist corporate takeovers.
In the absence of rules explicitly enshrined in code, only custom—nothing more—keeps tyrants at bay.
es. People who study such systems are aware of the risks. As
one privacy researcher aptly put it in a 2018 blog post titled “Federation Is
the Worst of All Worlds,” “Without building consent and resista nce into the
protocol and infrastructure, we’re just forcing most users to pick a new
dictator for their data without any real basis for that choice.”
Nothing binds a server in a federated network to its word. That’ s the
problem. The system has no guardrails.
Similar coups have already happened. As discussed in “The Fall of
RSS,” people once viewed Twitter as an interoperable node in RSS’ s open
network, even though it was, in fact, a corporate network. Eventually ,
Twitter pivoted and removed support for RSS. It switched from attract to
extract mode, as is the fate of all corporate networks. A successful federated
network would face the same coup threat from its largest nodes. Without
stronger constraints in place, it would be only a matter of time before
economic incentives superseded high-minded ideals.
Consider the typical life cycle of a server in a federated network.
Running a server as a hobby works for a while, but if it grows to millions of
users, the costs to run it go up too. Networks need money to grow, which is
why most major social networks have raised billions of dollars in funding.
The money can come from investors or from revenue sources like
subscriptions and advertising. Since federated networks have no core by
design, they have no easy way to raise money for the network itself.
Instead, the money will find its way to popular servers. In time, the
corporate network logic will take hold and interoperability will become a
liability . The servers will clamp down, just as Twitter did—attract, extract.
Breaking a large dictatorship, like a corporate network, into smaller
dictatorships, as in federated networks, works only if the countries stay
small. But network effects ensure the opposite, that small advantages
compound to create big winners. Thus, federated networks have a tendency ,
a fundamental by-product of their architecture, to evolve into corporate
networks. The strongest nodes can co-opt the network.
It’s worth notin g that the risk of protocol coups exists even in classic
protocol networks like email and the web. Nodes that acquir e large user
bases can exert outsized influence. Gmail and Chrome both have billions of
users, which gives Google an outsized numbe r of “votes” it can use to sway
email and web governance in its favor . For example, Gmail’ s approach to
spam filtering favors email sent by other large email providers. As a result,
people sending email from personal or small-business-hosted servers get
flagged as spam more often. This is a relatively minor issue affecting email
purists, but Gmail has gotten so popular that Google could probably go
much further and unilaterally modify core email standards if it wanted to.
So far, Google hasn’ t tried this, partly because other large companies like
Apple and Microsoft act as counterweights, and partly because the
communities that have formed around email and the web have strong,
deeply entrenched norms.
New networks don’t have the same counterweights and historical
norms. When governance is a function of network topology , as in protocol
and federated networks, corpora te takeover is always a risk. Communities
need a network architecture that allows for growth while minimizing the
risk of protocol coups. In the absence of rules explicitly enshrined in code,
only custom—nothing more—keeps tyrants at bay .
Blockchains as Network Constitutions
Blockchains offer a new approach to network governance that gives people
the ability to encode immutable rules in software. These rules can specify
how networks are governed and in so doing build trust, improve
transparency , and resist takeover .
National constitutions, like the U.S. Constitution, provide a helpful
analogy .
Blockchains as Network Constitutions
- Blockchains shift network governance from corporate management to written code, effectively acting as constitutions for digital networks.
- These programmable systems can emulate any governance model, from centralized corporate structures to constitutional democracies and light-touch republics.
- Off-chain governance relies on community coalitions but risks being taken over if specific nodes gain disproportionate power within the network structure.
- On-chain governance empowers token holders to vote on protocol changes directly, which automate based on the outcome of the ballot.
- The primary risk of on-chain systems is plutocracy, which networks attempt to mitigate through broad token distribution and bicameral voting structures.
In the absence of rules explicitly enshrined in code, only custom—nothing more—keeps tyrants at bay.
izing the
risk of protocol coups. In the absence of rules explicitly enshrined in code,
only custom—nothing more—keeps tyrants at bay .
Blockchains as Network Constitutions
Blockchains offer a new approach to network governance that gives people
the ability to encode immutable rules in software. These rules can specify
how networks are governed and in so doing build trust, improve
transparency , and resist takeover .
National constitutions, like the U.S. Constitution, provide a helpful
analogy . Constitutions formalized the shift of national governance from
individual rulers to written law. In the same vein, blockchains shift network
governance from corporate management to written code. Like legal
documents, software can be extremely expressive. Blockchain governance
systems are written in general-purpose programming languages that can
codify virtually any governance system that can be written in English as a
step-by-step procedure. They are constitutions for networks.
Even in the presence of a blockchain, forms of governance can vary
widely . A blockchain constitution can emulate corporate networks by
putting a single organization in charge. The leader can change whatever it
wants, including algorithms, economics, and access rules. Alternatively , a
blockchain constitution can restrict the powers of a leader , as in a
constitutional monarchy . A blockchain constitution can also establish a
light-touch republic with no single ruler, and it can set fees and controls to
minimal levels in a way that takes inspiration from protocol networks. Most
blockchain networks push decisions to the community , incarnating a
governance design analogous to constitutional democracy . Thes e are only a
few points on a wide, multidimensional spectrum of possibilities: any
system that can be written down can be realized.
Blockchain Governance
Blockchain governance tends to come in two flavors. Some blockchain
networks use what’ s called off-chain governance, which is similar to
protocol network governance in that the network is run by a coalition of
developers, users, and other community members. The advantage of off-
chain governance is that it is time tested, building on decades of lessons
learned from protocol networks and open-source software projects. The
downside is that, as with proto col networks, governance is a function of
network structur e. If certain nodes get too popular and gain too much power
relative to others, they can take over the network.
Many newer blockchain networks use “on-chain” governance , where
token holders explicitly vote on proposed network changes. They do this
with voting software that lets them sign blockchain transaction s associated
with tokens they hold. These signatures indicate which way they are voting
when proposals are made. The blockchain network automatical ly obeys the
outcome of the vote. If you depend on a network, you’ll probably want to
cast a ballot.
Clout in on-chain governance is usually a function of how many tokens
a voter holds. Divorcing governance from network structure removes the
risk of large software provide rs gaining outsized influence. But tokens
trading on open markets introdu ces a new risk: that a deep-pocketed actor
could gain disproportionate influence. In other words, there is a risk of
plutocracy , where big token holders could co-opt the network.
The best way to mitigate this risk is with a broad distribution of tokens.
Token ownershi p should be widespread across the community such that no
voting bloc has too much powe r. This requires thoughtful faucet design, as
discussed in the previous chapter .
Some networks also have a second line of defense against plutocracy:
splitting voters into two group s. The approach resembles the bicameral
systems used by national governments, such as the U.S. Senate and House
of Representativ es.
Blockchain Network Governance
- Plutocracy in blockchain networks can be mitigated through broad token distribution and bicameral voting structures that separate community members from token holders.
- Governance models range from networks that automatically implement code updates based on votes to immutable systems where token holders only control treasury distributions.
- The author cites 'the tyranny of structurelessness' to explain how informal governance leads to hidden, unaccountable hierarchies rather than true equality.
- Blockchain-based governance allows for the creation of formal 'constitutions' enshrined in code, ensuring that power dynamics are intentional rather than accidental.
- Unlike corporate networks with clear CEOs, protocol networks rely on well-considered processes to keep opaque interpersonal power dynamics in check.
The problem with informal governance is that rules and leaders inevitably emerge, but they are usually a product of inscrutable social dynamics rather than thoughtful design.
etwork.
The best way to mitigate this risk is with a broad distribution of tokens.
Token ownershi p should be widespread across the community such that no
voting bloc has too much powe r. This requires thoughtful faucet design, as
discussed in the previous chapter .
Some networks also have a second line of defense against plutocracy:
splitting voters into two group s. The approach resembles the bicameral
systems used by national governments, such as the U.S. Senate and House
of Representativ es. In a blockchain network, one house might consist of
respected community members chosen by a foundation, while the other
might consist of token holders. Sometimes the foundation house can veto
proposals made by the token house if it deems the proposals overly self-
interested. Other times certain responsibilities, such as technical and
financial decisions, are split across houses.
Blockchain networks vary in how much they can be modified through
governance. At one extreme are networks where any participant can
propose changes to core network code. Users submit proposals on
discussion forums, either as informal proposals or as working code.
Proposals with enough support go to a token-holder vote. If a proposal
passes, the network implements the updates automatically . No further action
is necessary .
At the other extreme are networks where the token holders don’t have
any control over core network code. Once the software is uploaded to a
blockchain, that’s it. It’s immutable. The code just runs on autopilot. This
means new versions of the softw are are released as entirely new networks,
coexisting with older versions that remain indefinitely active. Token holders
cannot tamper with the code, which limits what they’re able to do and
simplifies governance debates. Instead, token holders vote on more limited
matters, such as supporting software development with treasury
distributions.
None of these governance systems are perfect, but being able to
formalize netwo rk governance at all represents a step forward in network
design. The problem with informal governance is that rules and leaders
inevitably emer ge, but they are usually a product of inscrutable social
dynamics rather than thoughtful design. The feminist author Jo Freeman
calls this “the tyranny of structurelessness.” In her 1972 essay of the same
name, she describes how hidden, unaccountable hierarchies form within
supposedly leaderless organizations. When you create formal rules, you can
debate them, learn from them, and improve them. (This is also why when
tech startups experiment with “holacracy” and other structureless
management styles, it almost never ends well.)
This is one adva ntage corporate networks have over protocol networks.
Someone is in charge, usually a CEO, and that person is chosen through a
process that at least tries to pick good leaders and hold them to account. In
protocol and federated network s, there are still rules and leaders, but they
are usually the products of opaq ue interpersonal relations rather than well-
considered processes that are designed to keep power dynamics in check.
Network designers can use blockchains to create formal rules that are
enforced by code. These rules are like constitutions for networks. What
these constitutions say is subject to debate, contention, and
experimentation, but their very existence, the ability to enshrine rules in
immutable software, is a meaningful advance that was not possible in
previous networ k designs. Now is the time to think intentio nally about
network governance, a subject far too consequential to leave up to chance.
Blockchain constitutions enable users to share in the control of
networks, just as composability enables developers to share in contributions
to software and tokens enable participants to become owners with interests.
The Computer versus the Casino
- Blockchain governance enables the creation of community-owned networks, described as "digital cities" built for and by their participants.
- The industry is divided between "the computer" culture of innovation and "the casino" culture of speculative gambling.
- Media coverage tends to focus on short-term price volatility because technical infrastructure stories are more nuanced and slower to develop.
- Current regulatory trends often target transparent domestic companies while offshore scammers continue to operate with relative impunity.
- Constructive regulation is essential to protect users and foster an environment where responsible entrepreneurs can safely innovate.
Tales of fortunes won and lost are dramatic, easy to explain, and attention grabbing.
ation, but their very existence, the ability to enshrine rules in
immutable software, is a meaningful advance that was not possible in
previous networ k designs. Now is the time to think intentio nally about
network governance, a subject far too consequential to leave up to chance.
Blockchain constitutions enable users to share in the control of
networks, just as composability enables developers to share in contributions
to software and tokens enable participants to become owners with interests.
By combining these tools, we can build a new generation of community-
owned networks—digital cities that provide something for everybody ,
because they are built by everybody .
OceanofPDF .com
OceanofPDF .com
12. The Computer versus the Casino
Technology happens. It’s not good, it’s not bad. Is steel good or bad?
—Andy Grove
Two distinct cultures are interested in blockchains. The first sees
blockchains as a way to build new networks, as described here throughout. I
call this culture the computer because, at its core, it’s about blockchains
powering a new computing movement.
The other culture is mainly interested in speculation and money-
making. Those of this mindset see blockchains solely as a way to create
new tokens for trading. I call this culture the casino because, at its core, it’s
really just about gambling.
Media coverage exacerbates confusion over the two cultures. That
blockchain networks are so transparent and tokens are tradable 24/7/365
means there is an abundance of public information for reporters, analysts,
and others to draw from. Unfortunately , many news stories focus almost
exclusively on short-term activity , like price action, to the exclusion of
long-term topics, like infrastructure and application development. Tales of
fortunes won and lost are dramatic, easy to explain, and attention grabbing.
In contr ast, the technology story is nuanced, slow to develop, and requires
historical contex t to understand. (That’ s a big reason why I wrote this
book.)
Casino culture is problematic. It takes tokens out of context, wraps
them in marketing language, and encourages speculation in them. Whereas
responsible token exchanges provide useful services, such as custody ,
staking, and market liquidity , reckless ones encourage bad behavior and
play fast and loose with people’ s money . Many of these are offshore and
feature leveraged derivatives as well as other speculative financial products.
At wors t, they’re outright Ponzi schemes. In the most extrem e cases, the
casino culture’ s obsession with gambling has led to catastrophes like the
bankruptcy of the Bahamas-based exchange FTX, which cost innocent
customers billions of dollars.
In addit ion to hurting people, the excesses of casino culture have
provoked a backlash, including reactions from regulators and policymakers
that can be counterproductive. For the most part, regulators have ignored
the more extreme casino-cultu re activity , partly because much of it is
offshore and hard to reach. They have instead focused on the nearest and
easiest targets: tech companie s based in the United States. This has
incentivized exactly the wrong behavior . Ethical entrepreneurs are afraid to
build products, and development is increasingly moving abroad.
Meanwhile, scammers operate in foreign jurisdictions mostly unchecked,
further emboldening the casino culture.
Some critics say blockchain networks benefit from lack of regulation.
This could not be further from the truth. Financial regulations can, when
designed properly , protect consumers, aid law enforcement, and promote
national interests, all while enabling responsible entrepreneurs to innovate
and experiment . The United States led the way with smart internet
regulations in the 1990s that helped make it the center of internet
innovation. There’ s an opportunity to lead the way again in the new era.
Regulating Tokens
The area of regulation most often discussed with respect to tokens is
securities laws.
Regulating Digital Tokens
- Financial regulations can protect consumers and promote national interests while enabling responsible innovation.
- Securities laws address risks stemming from investor dependency on management teams and information asymmetries.
- Unlike securities, commodities like gold operate in decentralized ecosystems where information is uniformly accessible.
- Applying outdated 1930s securities laws directly to tokens risks a recentralization that could destroy the fundamental value of decentralized technology.
The ecosystem around gold and other commodities is decentralized enough that anybody can, in principle, conduct research and compete on a level playing field with other market participants.
ruth. Financial regulations can, when
designed properly , protect consumers, aid law enforcement, and promote
national interests, all while enabling responsible entrepreneurs to innovate
and experiment . The United States led the way with smart internet
regulations in the 1990s that helped make it the center of internet
innovation. There’ s an opportunity to lead the way again in the new era.
Regulating Tokens
The area of regulation most often discussed with respect to tokens is
securities laws. Financial regulations are complex and vary by jurisdiction,
but it’s worth briefly discussing securities laws and how they might relate to
tokens.
Securities are the subset of the world’ s traded assets where investors are
reliant on a small group of peop le, usually a management team, to generate
a return on their investment. Securities laws are designed to reduce the risks
that arise from this dependency by, among other things, applying disclosure
obligations to securities issuer s, as well as to certain other parties that
transact in securities. These disclosures are designed to limit the ability of
market participants with privileged information, including the management
team, from taking advantage of others with less informatio n. In other
words, securities are assets where pockets of information exist that are
accessible to some people but not to others.
The most famili ar example of a security is corporate stock, like a share
of Apple stock. There is a group of people at Apple, including the
management team, who might have information that is material to Apple’ s
stock price. These people might know things like the next quarter ’s
earnings, information that could move the stock price. There are also
vendors and commercial counterparties that might have material
information about Apple’ s business dealings. Because Apple’ s stock is
freely traded on public markets, anyone can acquire shares of the stock and,
in so doing, would be trusting Apple’ s management team to generate
returns. They would also be trusting that their trading counterparties don’t
have material information that might affect the stock price. Security
regulations are designed to ensure that Apple fully discloses material
information in a timely manner to the general public, thereby reducing or
eliminating any potential information asymmetries.
Commodities are also a subset of the world’ s traded assets, but they are
regulated differently than securities. The most familiar example of a
commodity that is not a security is gold. Information about commodities
like gold isn’t uniformly distributed, but it is, for the most part, uniformly
accessible. Ther e are, of course, gold-related companies, like mining firms,
and there are investors and analysts who might be skilled at predicting the
price of gold. But there isn’t a set of people who have special information
that could affect the price of gold the way there is with a securit y like Apple
stock. The ecosystem around gold and other commodities is decentralized
enough that anybody can, in principle, conduct research and compete on a
level playing field with other market participants.
When tokens are classified as securities or as being sold in a securities
transaction, they are subject to securities laws. Most of these laws were
created in the 1930s, long before the information technology revolution.
Applying these laws, as writte n, would raise a host of issues, creating
hurdles that would make it difficult if not impossible for users to transact
directly in tokens. Absent changes, clarifications, or narrowing
interpretations of these laws, transactions of tokens classified as securities
would generally need to be intermediated by registered securities brokers
and exch anges, a recentralizatio n process that would destroy a large part of
the value and potential of the technology—that is, decentralization.
Tokens are digital building blocks, analogous to how websites are
digital building blocks.
The Decentralization Dilemma
- Regulating tokens as securities would mandate intermediation by brokers, effectively destroying the core value of decentralization.
- To compete with corporate giants, blockchain networks must provide seamless user experiences; excessive regulatory friction would be fatal.
- Both regulators and blockchain developers share the philosophical goal of eliminating the need for trust, albeit through different mechanisms like disclosure and code.
- While Bitcoin is clearly a commodity, the Howey test creates a middle-stage ambiguity for newer projects transitioning toward decentralization.
Although the motives and tools are different, disclosure regimes and network decentralization have the same philosophical goal: eliminating the need for trust.
lt if not impossible for users to transact
directly in tokens. Absent changes, clarifications, or narrowing
interpretations of these laws, transactions of tokens classified as securities
would generally need to be intermediated by registered securities brokers
and exch anges, a recentralizatio n process that would destroy a large part of
the value and potential of the technology—that is, decentralization.
Tokens are digital building blocks, analogous to how websites are
digital building blocks. Imagine if every time you wanted to use an internet
service that used tokens as secur ities you had to go through the process you
currently go through when buying a share of equity . Rather than just
opening a social media app and scrolling, you would first have to log in to
your brokerage account and place an order to purchase tokens. Want to use
that app? Sign this paperwork and wait for your order to settle.
Ultimately , for tokens to achieve their potential, they can’t be regulated
as conventional securities within current securities laws regimes. These
regimes were designed for a world that used analog tools to transfer stock
certificates representing interests in companies. Blockchain networks can
compete with corporate network s only if they can offer comparable, state-
of-the-art user experiences. Friction is a death knell.
The good news is that the fundamental goals of regulators and of
blockchain build ers are ultimately aligned. Securities laws try to eliminate
pockets of asymmetric information with respect to publicly traded
securities, thereby minimizing the trust that market participa nts need to
place in management teams. Blockchain builders try to eliminate
centralized pockets of economic and governance power , thereby reducing
the amount of trust users must place in other network actors. Although the
motives and tools are different, disclosure regimes and network
decentralization have the same philosophical goal: eliminating the need for
trust.
Regulators and policymakers generally agree that tokens that power
“sufficiently decentralized” blockchain networks should be classified as
commodities, not securities. It is widely agreed that Bitcoin has reached this
threshold of sufficient decentra lization. There is no group of people who
have special knowledge that is material to the future price of Bitcoin.
Therefore, Bitco in is classified as a commodity like gold, instead of a
security like Apple stock, and isn’ t subject to cumbersome processes.
Every software project starts small, with a founder or group of
founders. Bitcoin started with Satoshi Nakamoto, Ethereum had a core
founding team, and so on. At the early stages, by virtue of being small,
these projects were centralized. At some point, however , the initial
development teams behind Bitcoin and Ethereum faded into the background
and the broader community became the driving force. Other , more recent
projects are at various stages of decentralization, a process that takes time.
The challenge for entrepreneur s building blockchain network s under
current rules is that although they are clear at the beginning and end, they
aren’ t clear in the middle. What precisely does it mean to be sufficiently
decentralized? The best guidelines come from regulations and court
precedents from the pre-internet era. The most famous is a 1946 U.S.
Supreme Court case that created what’ s called the Howey test for deciding
what constitutes an “investment contract,” another term for a security . The
Howey test consists of three elements, or prongs. Applied to digital assets,
the test looks at whether an offer or sale of digital assets involves (1) an
investment of money , (2) in a common enterprise, (3) with a reasonable
expectation of profit to be derived from the efforts of others. All three
prongs must be met for the offer or sale of a digital asset to be considered a
securities transaction.
Regulating Digital Asset Networks
- The Howey test is the primary legal standard used to determine if a digital asset constitutes a security, requiring an investment of money in a common enterprise with an expectation of profit from the efforts of others.
- Current regulatory ambiguity creates a 'gray area' that disadvantages good-faith actors who spend heavily on legal compliance while favoring bad actors who bypass rules to launch tokens quickly.
- Conflicting classifications between the SEC and CFTC regarding assets like Ethereum highlight the lack of a unified regulatory framework for blockchain technology.
- The author argues for a 'path to decentralization,' noting that Bitcoin itself began as a centralized project and might have been blocked by modern regulatory interpretations.
- Tokens are described as essential infrastructure for community-owned networks rather than mere speculative instruments that can be easily removed.
Tokens are not a sideshow of blockchain networks, a nuisance that can be stripped out and discarded.
y test for deciding
what constitutes an “investment contract,” another term for a security . The
Howey test consists of three elements, or prongs. Applied to digital assets,
the test looks at whether an offer or sale of digital assets involves (1) an
investment of money , (2) in a common enterprise, (3) with a reasonable
expectation of profit to be derived from the efforts of others. All three
prongs must be met for the offer or sale of a digital asset to be considered a
securities transaction.
As of this writing, the last time the Securities and Exchange
Commission (SEC), the main regulator of the U.S. securities markets, gave
substantive guidance on the topic was in 2019. The guidance suggested that
blockchain networks that were sufficiently decentralized would fail the
“efforts of others” portion of the third prong of the Howey test, and
therefore that securities laws would not apply to their tokens. The agency
has since brought several enforcement actions alleging that certain
transactions of tokens were subject to securities laws, and it has done so
without providin g further clarification about the criteria by which it makes
these determinations.
Applying pre-internet legal precedents to modern networks leaves gray
areas that provide significant advantages to bad actors and non-U.S.
companies that don’t follow U.S. rules. Bad actors take shortcuts to
decentralization. They are quick to launch tokens, which help them grow .
Meanwhile, good faith actors spend heavily on lawyers to determine how
“sufficient decentralization” applies to their projects, which creates a
competitive disadvantage compared with those who don’t bother to do so.
The situation today is so comp lex that regulators themselves can’t agree
where to draw the line. For example, the SEC has suggested that
Ethereum’ s token is a security , but the Commodity Futures Trading
Commission, the primary U.S. regulator of commodities, has said that it is a
commodity .
Ideally , policymakers and regulators would clarify the criteria that
distinguish securities and commodities and provide a path for new projects
to beco me sufficiently decent ralized such that they are regulated as
commodities. Today Bitcoin is the gold standard for decentralization, but it
too started out centralized, as all inventions do. Had regulation s without a
path to decentralization been in place back in 2009, Bitcoin could never
have been created. Without such a path, older technologies that developed
before regulations were in place will be allowed, but new technologies will
be blocked. In ef fect, this would arbitrarily outlaw future innovation.
It should be noted that there are various regulations that apply across
the board to traded assets, whether they are securities or commodities. For
example, for any traded asset, it’s illegal to corner the market or manipulate
prices. Consumer protection laws also prohibit false advertisin g and other
misleading behavior . Everyone agrees these rules should apply to digital
assets just as they do to traditional assets. The debate is focused on the
narrower questi on of when digital assets should be subject to additional
rules traditionally reserved for assets classified as securities.
Ownership and Markets Are Inextricable
Some policymak ers have proposed rules that would effectively ban tokens
and therefore, for all practical purposes, blockchains. If tokens were purely
for speculation, these proposals might be justified. But, as I’ve argued here,
speculation is just a side effect of tokens’ true purpose as essential tools that
enable community-owned networks.
Because tokens can, like all ownable things, be traded, it is easy to think
of them as purely financial assets. Properly designed tokens have specific
uses, including as native tokens that incentivize network development and
power virtual economies. Tokens are not a sideshow of blockchain
networks, a nuisance that can be stripped out and discarded.
The Necessity of Tokens
- Tokens serve as the fundamental mechanism for community ownership in decentralized networks rather than being mere speculative assets.
- The ability to buy and sell tokens is a core requirement of ownership, as preventing trading effectively removes the rights associated with ownable property.
- Network validators rely on token incentives to cover operational costs, making liquid token markets a technical necessity for blockchain functionality.
- Implementing time-based or milestone-based restrictions on token trading can shift focus from short-term speculation toward long-term network productivity.
- Targeted regulation is required to punish bad actors while protecting the unique potential of blockchains to restore a democratic internet.
No trading means no ownership; you can’t have one without the other .
tified. But, as I’ve argued here,
speculation is just a side effect of tokens’ true purpose as essential tools that
enable community-owned networks.
Because tokens can, like all ownable things, be traded, it is easy to think
of them as purely financial assets. Properly designed tokens have specific
uses, including as native tokens that incentivize network development and
power virtual economies. Tokens are not a sideshow of blockchain
networks, a nuisance that can be stripped out and discarded. They are a
necessary and central feature. Community ownership doesn’ t work unless
communities have a way to own.
Sometimes people ask if it’s possible to get the benefits of blockchains
while removing any hint of the casino by making tokens impossible to
trade, through either legal or technical means. If you remove the ability to
buy or sell something, however , you remove ownership. Even intangibles,
like copyrights and intellectual property , can be bought and sold at their
owners’ discretion. No trading means no ownership; you can’t have one
without the other .
Eliminating token trading also interferes with the productive uses of
blockchains. Blockchains need token incentives to motivate validators to
run network nodes, which cost money to operate. Whereas corporate
networks fund their operations and development with fundraising, stock
options, and revenues, blockchain networks fund their operations and
development with tokens. If there aren’ t markets or prices associated with
tokens, then users can’t buy tokens to access the network. They also can’t
convert tokens into dollars or other currencies, making it hard, if not
impossible, to use tokens as incentives for network participants, as
discussed in “Building Networks with Token Incen tives” and
“Tokenomics.” There are no known ways to design permissionless
blockchains without tokens and token trading, and you should be skeptical
of anyone who tells you otherwise.
One interesting question is whether hybrid approaches can tame the
casino while still allowing the computer to be built. One proposal would
prohibit token reselling after the debut of a new blockchain network, either
for some fixed period or until specified milestones are met. Tokens could
still be awarded as incentives to grow the network, but token holders might
need to wait several years, or until the network hits certain thresholds,
before trading restrictions are lifted.
Time horizons can be a very effective way to align people’ s incentives
with broader , societal interests. Think of the hype cycle described earlier
that technologies go through, with the early hype phase followe d by a crash
and then the “plateau of produ ctivity .” Long-term restrictions force token
holders to weather the hype and its aftermath and to realize value by
contributing to productive growth.
Some blockchain networks are self-imposing these kinds of restrictions,
and there are legislative proposals in the United States and elsewhere to
make temporary token restrictions mandatory . This would allow blockchain
networks to use token incentives as a tool to compete with corporate
networks, and it would encoura ge token holders to focus on creating long-
term value as opposed to short-term hype. The milestones can also be tied
to regulatory targets like “sufficient decentralization,” satisfying the goals
of securities and other regulatory regimes.
The industry needs further regulation, to be clear , and that regulation
should focus on achieving policy objectives, like punishing bad actors,
protecting consumers, providing stable markets, and encouraging
responsible innovation. The stakes are high. As I’ve argued here,
blockchain netw orks are the only known technology that can reestablish an
open, democratic internet.
Limited Liability Corporations: A Regulatory Success Story
History shows that smart regulation can accelerate innovatio n. Until the
mid-nineteenth century , the dominant corporate structure was a partnership.
Regulating the Network Era
- Smart regulation has historically accelerated innovation, as seen when the transition from partnerships to limited liability corporations enabled the industrial revolution.
- The limited liability structure expanded economic participation from small family circles to millions of public shareholders by managing financial risk.
- A mismatch between industrial-era legal structures and modern network architectures often forces digital platforms to shift from user attraction to predatory value extraction.
- Blockchain networks provide a digitally native framework that can use tokens to expand ownership from millions of shareholders to billions of global participants.
- Effective policy should prioritize decentralization to foster a productive 'computer culture' while curbing the speculative excesses of 'casino culture.'
There are many things that can be done to rein in casino culture while allowing computer culture to develop.
on achieving policy objectives, like punishing bad actors,
protecting consumers, providing stable markets, and encouraging
responsible innovation. The stakes are high. As I’ve argued here,
blockchain netw orks are the only known technology that can reestablish an
open, democratic internet.
Limited Liability Corporations: A Regulatory Success Story
History shows that smart regulation can accelerate innovatio n. Until the
mid-nineteenth century , the dominant corporate structure was a partnership.
In a partnership, all the shareholders are partners and bear full liability for
the actio ns of the business. If the company has a financial loss or causes
nonfinancial harm, the liability pierces the corporate shield and falls on the
shareholders. Imagine if shareholders of public companies like IBM and GE
were personally liable, beyon d any money invested, for mistakes the
companies made. Very few people would buy stocks, making it much
harder for companies to raise capital.
Limited liability corporations did exist back in the early nineteenth
century , but were rare. Forming one required a special legislative act. As a
result, almost all business ventures were close-knit partnerships among
people who deeply trusted one another , like family members or close
friends.
This changed during the railway boom of the 1830s and the period of
industrialization that followed. Railroads and other heavy industries
required significant up-front capital—more than could be provided by small
groups, even when the groups were very wealthy . New and broadened
sources of capital were neede d to fund a transformation of the world
economy .
As you might expect, the upheaval ignited controversy . Lawmakers
faced pressure to make limited liability the new corporate standard.
Meanwhile, skeptics argued that expanding limited liability would
encourage reckl ess behavior , effectively transferring risk from shareholders
to customers and society at lar ge.
Eventually , the factions settled on a way forward. Industry and
lawmakers crafted sensible compromises, arranged legal frameworks, and
made limited liability the new norm. This led to the creation of public
capital markets for stocks and bonds and all the wealth and wonders those
innovations have generated since. Thus, technological innovation drove
pragmatic changes to regulation.
The history of economic participation is one of increasing inclusion
thanks to a combination of tech and legal advances. Partnership s had small
groups of owners that counted in the tens. The limited liabili ty structure
expanded ownership dramatically , to the point that public companies today
have millions of shareholders. Blockchain networks, through mechanisms
such as airdrops, grants, and contributor rewards, expand the circle once
more. Future networks could have billions of owners.
Just as industria l-era businesses had new organizational needs , so do
network-era businesses today . Corporate networks bolt an old legal
structure, C-corporations and LLCs and the like, onto a new network
structure. This mismatch is the root cause of many of the problems with
corporate networks, including their inexorable switchover from attract to
extract mode and the exclusion of so many contributors from the upside of
their networks. The world needs new, digitally native ways for people to
coordinate, cooperate, collaborate, compete.
Blockchains provide a sensible organizational structure for networks.
Tokens are the natural asset class. Policymakers and industry leaders can
work together to find the right guardrails for blockchain netwo rks, just as
their forerunner s did for limited liability corporations. The rules should
permit and encourage decentralization, not default to centralization as
corporate entities do. There are many things that can be done to rein in
casino culture while allowing computer culture to develop. Hopefully , smart
regulators will encourage innovation and let founders do what they do best
—build the future.
From Incubation to Growth
- Computing platforms typically undergo long incubation periods before a breakthrough product triggers a phase of exponential growth.
- The transition from hobbyist 'toys' to essential tools often depends on the development of killer applications like spreadsheets or web browsers.
- Artificial intelligence represents the longest gestation period of any computing movement, taking eighty years to move from concept to mainstream scaling via GPU advances.
- Successful mobile applications emerged by blending 'skeuomorphic' adaptations of existing activities with 'native' features unique to the hardware, such as GPS and cameras.
- Smart regulation should distinguish between speculative 'casino culture' and productive 'computer culture' to allow founders to build decentralized futures.
The casino should not hold the computer down.
makers and industry leaders can
work together to find the right guardrails for blockchain netwo rks, just as
their forerunner s did for limited liability corporations. The rules should
permit and encourage decentralization, not default to centralization as
corporate entities do. There are many things that can be done to rein in
casino culture while allowing computer culture to develop. Hopefully , smart
regulators will encourage innovation and let founders do what they do best
—build the future.
The casino should not hold the computer down.
OceanofPDF .com
OceanofPDF .com
13. The iPhone Moment: From
Incubation to Growth
The future is not to be forecast, but created.
—Arthur C. Clarke
It can takes years, decades even, for new computing platforms to go from
prototype to mainstream adoption. This is true for hardware-based
computers like PCs, mobile phones, and VR headsets, and it’s also true for
software-based virtual computers like blockchains and AI systems. After
years of false starts, someone releases a breakthrough product that kicks off
a period of exponential growth.
The PC industry followed this pattern. The Altair was one of the first
PCs when it launched in 1974, but the launc h of the IBM PC in 1981 kicked
off the industry’ s growth phase. Even then, enthusiasts mostly used PCs to
make games and hack around. Incumbent computer companies dismissed
PCs as overpriced toys because they didn’ t solve problems for their existing
customers who wanted higher -end machines. But then PC deve lopers built
applications like word processors and spreadsheets, and the market
exploded.
The internet developed this way too. The incubation phase took place in
the 1980s and early 1990s, when it was mostly a text-based tool used by
academia and government. Then, with the release of the Mosaic web
browser in 1993 and the wave of commercialization that followed, the
growth phase kicked of f and has continued ever since.
AI has had the longest gestation period of any computing move ment to
date. The researchers Warren McCulloch and Walter Pitts conceived of
neural networks, the core models that underpin modern AI, in a 1943 paper .
Seven years later, Alan Turing wrote his famous paper outlining what
people now call the Turing test, the idea that truly intelligent AI could
answer questions in a way that is indistinguishable from a human. After
many so-called summer and winter cycles, when funding sources came and
went, AI now appears to be going mainstream, eighty years from its
inception. Advances in graphics processi ng units, or GPUs, the special
computer chips that underpin the technology , are a major reason why. GPU
performance has been improving along an exponential curve, enabling
neural networks to scale to trillions of parameters, the key driver of the
intelligence of AI systems.
When I was an entrepreneur and starting out as a part-time investor ,
around the time the iPhone debuted in 2007, everyone was talking about
mobile computing. My friends and I were starting to explore potential
mobile applications and everyo ne wanted to know what the “killer apps”
might be. Recent history provided a clue. Some apps that were already
popular on PCs would likely translate to mobile, it was safe to assume.
Shopping and social networking would no doubt continue to be popular
adaptations. These mobile apps would be the skeuomorphic uses, taking
existing activities and making them better .
Another clue came from mobile’ s novel capabilities. Killer apps seemed
likely to take advantage of these unique traits. The iPhone had many things
that PCs didn’ t. The device was always with you. It had GPS sensors and a
built-in camera. These features enabled native uses, brand-new things you
couldn’ t do before.
In retrospect, the biggest hits closely followed this pattern. Breakout
apps exploited the unique capabilities of mobile phones while also
reimagining popular activities. Instagram and TikTok were social networks
that relied on the camera.
Blockchain’s Native Future
- Success in mobile apps came from leveraging unique device traits like GPS, suggesting that blockchain success will come from its own native capabilities.
- The blockchain industry is transitioning from an incubation phase to a growth phase as infrastructure finally matures for internet-scale use.
- Skeuomorphic applications will reinvent social and financial networks by removing high take rates and reducing transaction friction.
- Native blockchain applications will enable entirely new functions in media, AI, and virtual worlds that could not exist on centralized platforms.
- While Kevin Kelly predicted the internet would allow creators to thrive with just 1,000 true fans, the reality of current platforms still requires millions.
Entrepreneurs and developers who build the future are always going to outsmart armchair predictions.
r apps seemed
likely to take advantage of these unique traits. The iPhone had many things
that PCs didn’ t. The device was always with you. It had GPS sensors and a
built-in camera. These features enabled native uses, brand-new things you
couldn’ t do before.
In retrospect, the biggest hits closely followed this pattern. Breakout
apps exploited the unique capabilities of mobile phones while also
reimagining popular activities. Instagram and TikTok were social networks
that relied on the camera. Uber and DoorDash were on-demand delivery
services that relied on GPS. WhatsApp and Snapchat were messaging apps
that relied on always being with you.
In 2007 , the big question for mobile was, what kinds of mobile apps
would matter? Today the big question for blockchains is, what kinds of
blockchain networks will matte r? Blockchain infrastructure only recently
matured enough to support internet-scale applications. The industry is likely
now nearing the end of its incubation phase and entering its growth phase.
It is a good time to be asking what a killer blockchain network might look
like.
Some blockchain networks will be skeuomorphic, doing what could
have been done before, but better . Social networks are an obvious choice.
They’re where people spend the most time, they influence billions of users’
ideas and behaviors, and they’re the primary economic engine for creators.
Blockchains can create social networks that eliminate the high take rates
and capricious rules that characterize today’ s corporate networks.
Another import ant skeuomorp hic category will likely be financial
networks. Sending money shou ld be as easy as sending text messages.
Improving how payments work is mostly a collective action problem,
something blockchains are well suited to solve. Blockchain-based payment
systems could lower fees, reduce friction, and unlock new categories of
applications.
There will also be important blockchain networks that are native, doing
what couldn’ t be done before. I expect many of these will involve media
and creative activities. Other native applications will intersect with
emer ging areas like AI and virtual worlds, as I discuss in the sections ahead.
Inevitably , there will be categories of applications not covered here that
end up being important. Entrepr eneurs and developers who build the future
are always going to outsmart armchair predictions. Nevertheless, I will try
to make some informed guesses about what popular blockcha in networks
we might see in the read-write-own era. The list is non-exhausti ve. I hope it
will get you thinking.
OceanofPDF .com
14. Some Promising Applications
Social Networks: Millions of Pro table Niches
In his classic 2008 essay , “1,000 True Fans,” Kevin Kelly , the founder of
Wired, predicted the internet would transform the economics of creative
activities. He saw the internet as the ultimate matchmaker , enabling twenty-
first-century patronage. No matter how niche, creators could discover their
true fans, who would, in turn, support them:
To be a successful creator you don’t need millions. You don’t need
millions of dollars or millions of customers, millions of clients or
millions of fans. To make a living as a craftsperson, photographer ,
musician, designer , author , anim ator, app maker , entrepreneur , or
inventor you need only thousands of true fans.
A true fan is defined as a fan that will buy anything you
produce. These diehard fans will drive 200 miles to see you sing;
they will buy the hardback and paperback and audible versions of
your book; they will purchase your next figurine sight unseen; they
will pay for the “best-of” DVD version of your free YouTube
channel; they will come to your chef ’s table once a month.
Kelly’ s vision hasn’ t exactly panned out. The reality is creators do,
generally , need millions of fans, or at least hundreds of thousands, to
support themselves today .
The Creator Network Economy
- Corporate networks have dominated the internet by positioning themselves as intermediaries that siphon significant value away from creators.
- The top five social networks generate $150 billion in annual revenue but distribute only a small fraction to the creators who fuel their growth.
- Protocol-based and decentralized networks offer a viable alternative by maintaining low take rates and ensuring users own their digital connections.
- Lowering take rates to 10 percent could redirect $115 billion back to creators, potentially supporting nearly two million full-time creative jobs.
- This economic shift would create a virtuous cycle, improving content quality and fostering greater social mobility within the digital economy.
Powerful network effects locked users into Big Tech’s clutches, and that lock-in led to high take rates.
thing you
produce. These diehard fans will drive 200 miles to see you sing;
they will buy the hardback and paperback and audible versions of
your book; they will purchase your next figurine sight unseen; they
will pay for the “best-of” DVD version of your free YouTube
channel; they will come to your chef ’s table once a month.
Kelly’ s vision hasn’ t exactly panned out. The reality is creators do,
generally , need millions of fans, or at least hundreds of thousands, to
support themselves today . Corporate networks got in the way, inserting
themselves between creators and audiences, siphoning away value and
becoming the dominant way for people to connect.
Social networks are probably the most important networks on the
internet today . Besides their economic impact, they have a huge effect on
people’ s lives. The average internet user spends almost two and a half hours
a day on social networks. Next to text messaging, social networking is the
most popular online activity .
The design of the dominant social networks explains what went wrong.
Powerful network effects locked users into Big Tech’s clutches, and that
lock-in led to high take rates. It’s hard to know precisely what take rates
many major corporate networks charge, because their terms can be opaque
and noncommit tal, but it’s reasonable to estimate they charge around 99
percent. With the combined revenue of the five biggest social networks—
Facebook, Instagram, YouTube, TikTok, and Twitter—at about $150 billion
per year, that means these networks pay out on the order of $20 billion to
users, with the overwhelming majority of that share coming from YouTube
alone.
Corporate networks won out because they made it easy for people to
connect—more so than protoco l networks like RSS did. But that doesn’ t
mean corporate networks are the only, or even the best, way for people to
connect. The alternative to today’ s world would be one where social
networks are decentralized and community owned, meaning built with
either protocol or blockchain architectures. This could have meaningful
economic effects for users, creators, and developers and could revive
Kelly’ s compelling vision for internet patronage.
To understand the effect of a different network design, let’s do some
back-of-the-envelope math. Protocol networks have take rates that are
effectively zero. Sometimes companies build apps on top of these networks,
providing easy access and other features. Substack does this for email
newsletters, and it charges roughly 10 percent for the convenience.
(Substack’ s take rates stay low, as in other markets that respect ownership,
because users own their connections—that is, their email subscriber lists—
which they can export and load into rival email access provi ders at any
time.)
Let’s pretend the top five social networks charged a similar amount. If
they all had take rates of 10 percent, their share of the $150 billion in
annual revenue would drop from $130 billion to $15 billion. That would put
into the pockets of network participants such as creators an extra $115
billion per year. How many lives might that change? At the average U.S.
salary of $59,000 per year, that extra $115 billion of redirected revenue
could fund almost two million jobs. This is a rough estimate, but the
numbers are clearly big.
Low take rates have a multiplier effect. More money to the edge s of the
network means more people reach an income level where they can pursue
creative work full-time. The two-tier class system that divides creators and
users on most social networks would become more permeable. Barriers to
social mobility would ease as more users could build sustainable media
enterprises of one. Meanwhile, full-time work would result in better -quality
content for others to consume, attracting larger audiences and generating
more income across the network.
Better economics for creators leads to a virtuous cycle.
Decentralized Creative Economies
- Empowering creators economically fosters a virtuous cycle where sustainable 'media enterprises of one' produce higher-quality content for the entire internet.
- Social networks can act as an essential counterweight to AI automation by providing people with new, fulfilling career opportunities in creative fields.
- Decentralized networks solve the platform risk of corporate giants by allowing users to switch software without losing their social connections.
- While previous protocol networks like RSS failed due to lack of funding, blockchains provide the infrastructure and token treasuries needed to rival corporate features.
- Long-term success for new platforms depends on parity with existing user experiences and focusing on positive community building rather than just reactionary flight.
Durable social networks are built out of friendships and shared interests, not anger.
ch an income level where they can pursue
creative work full-time. The two-tier class system that divides creators and
users on most social networks would become more permeable. Barriers to
social mobility would ease as more users could build sustainable media
enterprises of one. Meanwhile, full-time work would result in better -quality
content for others to consume, attracting larger audiences and generating
more income across the network.
Better economics for creators leads to a virtuous cycle. Millions of
people working full-time on creative activities improves the quality of the
internet for everyone. Social networking should be a place to chat and trade
memes, but it should also superchar ge longer -form activities: writing
essays, creating games, making movies, composing music , recording
podcasts, and more. These endeavors require time, money , and effort. For
the internet to be an accelerator of deep creativity , it needs a better
economic engine.
Creating new jobs isn’t just nice; it’s necessary . As new technologies
like AI automate work, social networks can be a counterweight that
provides people with fulfilling career opportunities.
Decentralized social networks would also be good for users and
software developers. The high take rates, capricious rules, and platform
risks of corporate networks are deterrents for developers. In contrast,
decentralized networks encourage investment and building. With more tools
being built, users can shop around for a greater variety of software and
features. Choice drives competition, which leads to better user experiences.
Don’ t like the way a client ranks posts, filters spam, or tracks your personal
data? Switch. Nothing’ s holdi ng you back, and you won’ t lose your
connections.
This might all sound great in theory. The practical question is whether
today , given where we are in the evolution of social netw orking, it’s
possible to build a decentralize d social network that can actua lly succeed.
Occasionally users awaken to the problems of today’ s platforms, and after
an incid ent happens—a deplatforming, a rule change, a new corporate
owner , a data privacy or legal scandal—people flee to some upstart social
network. These anti-communities usually don’t last. Durable social
networks are built out of friendships and shared interests, not anger .
The value proposition needs to be full parity with corporate network
user experiences, plus much better economics. Corporate social networks
succeeded because they made it so easy for people to connect. It’s not too
late to design decentralized social networks that make connec ting just as
easy. Protocol social networks like RSS were a good starting point, but they
failed because they lacked the features and funding of corpo rate rivals.
Blockchains can address both shortcomings. We can now, for the first time
ever, build networks with the societal benefits of protocol networks and the
competitive advantages to rival corporate networks. Indeed, the timing is
right: blockchains have only recently become performant enoug h to support
social networking.
Today , a cohort of blockchain projects is taking on the social
networking establishment. Each project is designed in its own way, but the
common thread is that each one overcomes the weaknesses that doomed
RSS. The best designs fund software developers and subsidize username
registrations and hosting fees through their token treasuries, analogous to
corporate coffers. And in terms of features, blockchains have core
infrastructure that provides a centralized global state to support basic
services, making it easy to search and follow across the entire network,
avoiding the user experience issues that the partitioning in protocol
networks and federated networks creates (as covered in “Federated
Networks”).
The key marketing challenge is to kick-start a network effect. One tactic
is to start on the supply side, where the pain of high take rates is greatest.
Building the Open Metaverse
- Blockchains provide a centralized global state that avoids the fragmented user experiences of previous decentralized protocol networks.
- New networks can overcome early adoption hurdles by offering creators lower take rates and a direct share in the platform's economic upside.
- Successful platforms like YouTube demonstrate that growth often comes from native stars in niche communities rather than established figures from legacy media.
- The current corporate-controlled internet model extracts billions of dollars that could otherwise support a more diverse and creative ecosystem.
- The development of the metaverse raises critical questions about whether virtual worlds will be under the control of single entities or open networks.
The real issue is not who wins—it’s that one person can control that virtual world at all.
fers. And in terms of features, blockchains have core
infrastructure that provides a centralized global state to support basic
services, making it easy to search and follow across the entire network,
avoiding the user experience issues that the partitioning in protocol
networks and federated networks creates (as covered in “Federated
Networks”).
The key marketing challenge is to kick-start a network effect. One tactic
is to start on the supply side, where the pain of high take rates is greatest.
Users may not realize how much value they’re forgoing by participating in
corporate networks, but creators and software developers care deeply about
how much money they earn. Offering a predictable platform where they
receive a greater share of the value they generate would be a compelling
proposition. If the best content and software were available only on another
platform, the demand side of the network—the users, many of whom are
passive consume rs—would likely seek it out. That users can participate in a
blockchain network’ s economic upside and governance, privileges from
which they were previously excluded, adds further motivation for them to
switch.
Starting in narrow and deep niches could help a new social netw ork get
over the initial hump. Targeting a group with common interes ts, like people
interested in new technologies or new media genres, is one way to plant the
seeds of a community . The most valuable users will likely be up-and-
comers who don’t have big followings elsewhere. When YouTube started
out, it didn’ t succeed by getting creators from TV and other form s of media.
New stars rose along with the platform. That’ s the power of native over
skeuomorphic thinking.
What we have today may feel like a golden age for creative people:
creators can push a button and instantly publish to five billion people. They
can find fans, critics, and colla borators just about anywhere on earth. But
they’re mostly forced to route everything through corporate networks that
devour tens of billions of dollars that might otherwise have funded an
immeasurably greater diversity of content. Imagine how much creativity
we’re missing out on because earlier attempts at decentralized social
networks, while noble, like RSS, couldn’ t hold their own.
We can do better . The interne t should be an accelerant for human
creativity and authenticity , not an inhibitor . A market structure with millions
of profitable niches, enabled by blockchain networks, makes this possible.
With fairer revenue sharing, more users will find their true callings, and
more creators will reach their true fans.
Games and the Metaverse: Who Will Own the Virtual World?
The plot of Ready Player One, the most popular recent book about the so-
called metaverse, revolves around a contest to see who gets to control the
OASIS, the book’ s 3-D virtual world. I won’ t spoil who wins the contest,
but the real issue is not who wins—it’ s that one person can control that
virtual world at all.
Ready Player One builds on a tradition of speculative fiction that owes
much to Neal Stephenson, the sci-fi author who coined the term
“metaverse” in his 1992 novel, Snow Crash. Back when Stephenson was
writing, 3-D multiplayer games had simple graphics and supported
interactions among only a few players. Obviously , the state of the art has
come a long way since then. Today, game graphics rival Hollywood movies,
hundreds or even thousands of players can interact in the same virtual
world, and audiences for games number in the hundreds of millions of
players. Video games like Fortnite and Roblox are the closest equivalents
we have today to full-fledged virtual worlds like the OASIS.
You hardly have to squint to see where we’re headed. Soon enough,
digital worlds will have lifelike graphics and let many thousands if not
millions of people play together . Audience sizes will continue to grow , and
people will spend more time in game worlds. High-quality virtual reality
headsets will be common.
Building the Open Metaverse
- Current video games like Fortnite and Roblox represent the early stages of expansive virtual worlds that will eventually feature lifelike graphics and massive scale.
- The boundaries between digital and physical realities are disappearing as people increasingly find employment, relationships, and social meaning within online environments.
- A critical divide exists between the prevailing corporate network model and a proposed open model built on decentralized protocols and blockchain technology.
- An open metaverse would require standardized 3D formats and interoperable blockchain networks to allow for the free movement of virtual currencies and digital goods.
- Future digital economies will likely utilize both tradable NFTs and soulbound non-transferable tokens to represent personal achievements and identity.
Things that look like toys sometimes remain toys, but sometimes they become much more than that.
for games number in the hundreds of millions of
players. Video games like Fortnite and Roblox are the closest equivalents
we have today to full-fledged virtual worlds like the OASIS.
You hardly have to squint to see where we’re headed. Soon enough,
digital worlds will have lifelike graphics and let many thousands if not
millions of people play together . Audience sizes will continue to grow , and
people will spend more time in game worlds. High-quality virtual reality
headsets will be common. Haptic interfaces that provide physical feedback
will make the experience even more realistic. Artificial intelligence will
create an abundance of rich characters, worlds, and other content. The
trends all point in this direction.
As the quality of virtual experiences improves, digital interactions will
spill over into the physical world. You might make friends, meet a future
spouse, or get a new job in “virtual” reality . As more of the economy moves
online, more jobs will exist solely in online worlds. The distinction between
work and play will blur. What happens in digital worlds will have
consequences and meaning in the physical world, and vice versa. The same
pattern unfolded in social networking. Twitter started off as a way to share
what you had for lunch, and now it’s at the center of global politics. Things
that look like toys sometimes remain toys, but sometimes they become
much more than that.
As the metaverse vision materi alizes, a central question is how these
worlds will be designed and what architecture will underpin them. Today’ s
most popular video games use the corporate network model. The players
connect through shared virtual worlds that game development studios
control. Many of these game economies have digital currencies and virtual
goods, but they are centrally managed, with high take rates and limited
opportunities for entrepreneurs.
The alternative to the corporate model is an open model based on either
protocol networ ks or blockchain networks. Tim Sweeney , the founder of
Epic, maker of Fortnite and the popular game engine Unreal, describes his
vision of an open metaverse as a combination of the two:
We need several things. We need a file format for representing 3D
worlds…. These could be used as a standard for representing 3D
content. You need a protocol for exchanging it, which could be
HTTPS or something like the Interplanetary File System, which is
decentralized and open to everyone. You need a means of
performing secure commerce, which could be the blockchain, and
you need a realtime protocol for sending and receiving positions of
objects in the world and facial motion….
We’re several iterations away from having the remaining
components for the Metaverse. They’re all similar enough that a
common denominator could be identified and standardized, just like
HTTP was standardized for the web.
Sweeney’ s vision is on the right track, but he could take the openness
even further . Limiting blockchains to commerce is skeuomorphic thinking.
Blockchains are computers, capable of running arbitrary software. The
strongest form of an open metaverse would be a collection of composable
blockchain networks, each of which meets one of the needs Sweeney
describes, and which themselv es interoperate, forming a meta-network.
This could start from an initial core blockchain network and expand out to a
fabric of interconnected network s, the whole composed from its parts, built
from the bottom up.
It would n’t take much to meet the technical specs. Fungible tokens
representing virtual currencies and NFTs representing virtual goods would
flow freely through the networ k. Some NFTs would be “soulbound,” or
nontransferable, representing a special achievement or an item forever tied
to the person who attained it. Some NFTs would be tradable commodities,
like virtual clothing, or “skins,” that can be bought and sold. And other
NFTs would be a combination, with some features that are tradable and
some that are not.
Blockchain's Open Metaverse Vision
- Blockchain technology facilitates a rich design space where tokens represent everything from transferable skins to permanent soulbound achievements.
- Interoperability allows players to retain value across different platforms, ensuring that years of effort in one game are not lost when migrating to another.
- Unlike corporate networks that see cross-platform compatibility as a liability, blockchain systems use interoperability as a primary tool for network growth.
- In a digital era defined by the infinite and frictionless copying of information, NFTs reintroduce necessary scarcity to protect the interests of creators.
If open systems like protocol or blockchain networks don’t step in to fill the void, corporate networks will, and then the world will end up with the dystopia of Ready Player One.
h to meet the technical specs. Fungible tokens
representing virtual currencies and NFTs representing virtual goods would
flow freely through the networ k. Some NFTs would be “soulbound,” or
nontransferable, representing a special achievement or an item forever tied
to the person who attained it. Some NFTs would be tradable commodities,
like virtual clothing, or “skins,” that can be bought and sold. And other
NFTs would be a combination, with some features that are tradable and
some that are not. An avatar might acquire experience points that reset on
transfer , for instance.
The game desig ners would have a rich design space to work in. They
would build applications on top of an underlying blockchain network, but
they would still have access to all the tools of today’ s game designers. They
would also get new design elements like persistent, transferable ownership
and economies that span across networks.
Fees paid back to the blockchain networks could cover deve lopment
costs. The take rates would be low, as they should be in blockchain
networks, but a larger total economy driven by entrepreneurship would
compensate. Creators could set up shops to sell their wares, keeping most of
their earnings for themselves. Investors would have an incentive to fund
entrepreneurs building on top of the network, knowing upside wouldn’ t be
capped. The interoperability and composability of blockchai n networks
would mean users could move between games and applications, migrating
from one network to another , creating competition among networks. Digital
property rights would be guaranteed by persistent, blockcha in-enforced
rules. Governance and moderation would be managed by the community .
In corporate networks, cross-network interoperability is often
considered a liability . Blockchains reverse this logic and make
interoperability a tool for growth. If one network builds a community of
token holders, another network can incentivize that same community to
become its own participants, such as by offering to suppor t the other
network’ s tokens in its applications. So, the sword and potion collection
someone spent years building in one game doesn’ t go to waste when that
person stops playing. The player can transfer it to a new game. Maybe the
graphics and gameplay are different, but the item and core properties
persist.
To the extent that a protocol network like the web can help build a
metaverse, I welcome it. But as Sweeney points out, many pieces will still
need to be built that protocol networks like the web don’t provide. If open
systems like protocol or blockc hain networks don’t step in to fill the void,
corporate netwo rks will, and then the world will end up with the dystopia of
Ready Player One.
NFTs: Scarce Value in an Era of Abundance
Copying is a core activity of the internet. When people write online,
information gets copied from their machines to servers and then back to
readers. Almost every action a person takes, from likes to posts to retweets,
creates copies. Copies are free and frictionless, producing a flood of videos,
memes, games, messages, posts, and more.
Copying is both good and bad for creators. On the one hand, it
distributes creative work to a wide audience. On the other hand, the
abundance of media creates heated competition for attention. Networks
route and prune this information; nevertheless, far more flows in than
anyone could possibly consume. The good news is you can instantly reach
five billion people. The bad news is so can everyone else.
Traditional media businesses rely on scarcity to make money . In the
pre-internet world, media, like books and CDs, were limited. Only so many
were produced. People had to seek out and acquire physical goods. In the
digital world, where informatio n flows freely by default, abun dance is the
norm. Many media businesses protect their interests by imposing
restrictions, like paywalls and copyrights.
The Attention-Monetization Dilemma
- Digital media faces a fundamental conflict between maximizing reach through free distribution and maximizing profit through restricted access.
- Paywalls and copyrights create friction that prevents content from surviving the intense competition for attention in an abundant digital landscape.
- The video game industry pioneered the free-to-play model, giving away core products while charging for non-essential cosmetic upgrades.
- Removing financial barriers allows content to spread virally, turning games into top-trending categories across all social media platforms.
- The gaming industry's embrace of openness has led to global revenues of $180 billion, dwarfing traditional media like the movie box office.
Taking their sole source of revenue and giving it away free of charge was a daring move, but it worked.
he good news is you can instantly reach
five billion people. The bad news is so can everyone else.
Traditional media businesses rely on scarcity to make money . In the
pre-internet world, media, like books and CDs, were limited. Only so many
were produced. People had to seek out and acquire physical goods. In the
digital world, where informatio n flows freely by default, abun dance is the
norm. Many media businesses protect their interests by imposing
restrictions, like paywalls and copyrights. You need to pay to read articles in
The New York Times or listen to music on Spotify . (Pirating media is
obviously illega l, and it has gotten less appealing as legal alternatives have
sprouted up over time.)
Scarcity can convert attention into money , but scarcity also prevents
media from benefiting from the superchar ged copying machine that is the
internet. Friction reduces the chance that content will survive in the struggle
for attention. Restricted content can’t be shared or remixed as easily as
public content, for instance. This is what I call the attention-monetization
dilemma—the trade-of f media creators face between maximizi ng attention
and maximizing money .
The video game industry is far ahead of other media businesses in
navigating this dilemma. Games tend to have short lives and must adapt to
changing techno logies and trends. A few long-standing titles like Madden
and Call of Duty are exceptions, but most other games come and go. As a
result, the industry is fast moving, highly competitive, and open to
experimentation. The enduring companies embrace new techn ologies and
business model s. The lessons video game studios have learned are
applicable to other forms of media. Game makers just learned them sooner .
For many years, video game studios made money the same way just
about all media businesses did. People would pay a onetime fee, typically
around $50, to buy a game, whether as a physical CD or a digital download.
With the advent of the internet, new genres of video games, such as
massively multiplayer role-playing games and battle royal shooters,
emer ged and took advantage of the internet’ s native capab ilities. New
activities like streaming and new business models like sales of virtual goods
became popular .
While experimenting, game studios made a discovery . They realized
they could make even more money on free games. Taking their sole source
of revenue and giving it away free of charge was a daring move, but it
worked.
In the early days of the intern et, game designers would offer a few
levels for free and then charge for the full game. In the 2010s they took that
idea further by giving away the full game and just charging for add-ons.
Today , the most sophisticated games—including Fortnite, League of
Legends, and Clash Royale —make all their money charging for virtual
goods, which generally don’t even make players better at the game. Mostly ,
the goods are cosmetic, like new outfits or animations for your character .
(When people can “pay to win,” players usually revolt.)
Video games solved the attention-monetization dilemma. Making the
game free meant the game and all its derivative works—videos, memes, and
so on—could spread freely across the internet. As a result, game-related
content has become a consistently top-trending category across social
media. The biggest game releases routinely have higher sales than the
biggest movie releases (a trend amplified by the recent pandemic). In 2022,
the gaming industry brought in around $180 billion in global revenues,
seven times as much as global movie box office revenues. What was once a
niche activity for enthusiasts is now a blockbuster pastime.
The gaming industry’ s savvy is also evident in its approach to
streaming. On sites like Twitch users watch live videos of players who also
chat with the audience—a mix between sports spectating and talk radio.
Legally , it would be easy for the industry to crack down on streaming.
The Evolution of Digital Value
- The video game industry has grown into a $180 billion behemoth by prioritizing attention over strict copyright enforcement, specifically regarding live streaming.
- By shifting from paid software to a mix of free play and paid virtual goods, game studios successfully expanded their total revenue while shrinking traditional costs.
- In contrast, the music industry stunted its own growth through persistent litigation against technological innovators and a general reluctance to explore new business models.
- The litigious nature of the record labels has created a chilling effect that discourages entrepreneurs and investors from launching new music-oriented startups.
- The author suggests that NFTs can replicate the success of gaming's virtual goods by establishing digital ownership and emotional connections in other media.
The problem isn’t supply and demand; it’ s the broken business models in between.
. In 2022,
the gaming industry brought in around $180 billion in global revenues,
seven times as much as global movie box office revenues. What was once a
niche activity for enthusiasts is now a blockbuster pastime.
The gaming industry’ s savvy is also evident in its approach to
streaming. On sites like Twitch users watch live videos of players who also
chat with the audience—a mix between sports spectating and talk radio.
Legally , it would be easy for the industry to crack down on streaming.
When game streaming began in the late 2000s, some companies, notably
Nintendo, pushed back. But today every game company encourages
streaming because of an industry-wide realization that the attention gained
more than of fsets the monetization lost.
Game studios were smart. They looked at their products expansively , as
bundles that included a game, but also streaming and virtual goods.
Through experim entation they discovered the right blend of free and paid
elements to optimize the trade-of f between attention and monetization. In
the process they created a new, scarce layer of value. Thus, the games
themselves went from paid to free while adding new layers like streaming
(free) and virtua l goods (paid). Game studios shrank one part of the revenue
balloon while finding other parts to inflate.
In contrast to video games, the music industry responded to the rise of
the internet by squandering time filing lawsuit s against innovators. Music
companies focused far more on protecti ng existing business than on
exploring new businesses. Only after a great deal of foot-dragging did
record labels accept incremental change, such as allowing streaming
services like Spotify to use their content in subscription bundles. And they
weren’ t happy about it.
The kicking and screaming persists to this day. When music startups try
to find new ways to navigate the attention-monetization dilemma, record
labels usually threaten them with lawsuits. These threats chill
experimentation. New music-related tech products, to the extent there are
any, are generally just minor variations of previous products. Novel
approaches are considered too risky and expensive.
The effects are palpable. Founders create hundreds of video game
startups each year, but they found very few music-related startups. That’ s
because entrepreneurs want to spend their time inventing new things, not
getting sued. Investors have learned their lesson too. They rarely back
startups related to music.
The outcome of these two approaches shouldn’ t be surprising. As the
next graphs show , the revenues of the video game industry have far
outpaced the revenues of the music industry over the past thirty years. The
games industry grew by embracing each new wave of technology . The
music industry’ s litigious approach stunted growth.
There is nothing magical about video games that makes them more able
to be monetized than other form s of media. People love video games, but
people also love music, books, films, podcasts, and digital art. These other
creative industries have simply experimented with fewer new business
models. People make and listen to music as much as ever. The problem isn’t
supply and demand; it’ s the broken business models in between.
What virtual goods did for video games, NFTs can do for other forms of
internet media. NFTs create a new layer of value—digital owne rship—that
didn’ t exist before.
Why would people pay for digital ownership? There are many reasons,
but one is the same reason people buy art, collectible toys, and vintage
handbags: an emotional conne ction to the ideas and stories behind the
goods. Think of buying an NFT as buying an official product from a brand,
or a copy of an artwork signed by an artist. The NFT connects you to the
brand, artist, or creator as well as to a collector community through an
immutable signa ture trail.
The Value of Digital Ownership
- NFTs establish digital ownership based on emotional connections to creators and brands, functioning similarly to signed physical collectibles.
- As versatile containers, NFTs can provide utility such as private group memberships, voting rights in narratives, and exclusive behind-the-scenes access.
- The 'Mona Lisa effect' suggests that wide sharing and remixing of digital art actually increases the value of the original NFT rather than diminishing it.
- Blockchain technology enables programmable copyrights that can automatically distribute revenue between original creators and multiple layers of remixers.
- By eliminating high-fee intermediaries, NFTs allow musicians to support themselves with significantly smaller fan bases compared to traditional streaming platforms.
A remix of a remix might keep a third of the revenue for itself, pass a third back to the remix, and a third back to the original.
al owne rship—that
didn’ t exist before.
Why would people pay for digital ownership? There are many reasons,
but one is the same reason people buy art, collectible toys, and vintage
handbags: an emotional conne ction to the ideas and stories behind the
goods. Think of buying an NFT as buying an official product from a brand,
or a copy of an artwork signed by an artist. The NFT connects you to the
brand, artist, or creator as well as to a collector community through an
immutable signa ture trail. The more you copy , remix, and share the art, the
better known it becomes, and the more valuable the connections between
the creator and the community may become.
But NFTs aren’ t just art. They’re general-purpose containers for
representing ownership. This means you can also design NFTs to have
value that goes beyond buying an official or signed work. One popular NFT
design gives owners behind-the-scenes access or memberships in private
discussion groups. NFTs can also confer voting rights, enabling people to
guide the creative direction of characters and stories in narrative worlds.
(More on this in “Collaborative Storytelling: Unleashin g Fantasy
Hollywood.”)
Skeptics sometimes suggest that NFTs will restrict the sharing of media.
In fact, NFTs provide an incentive to loosen restrictions. Copying and
remixing genera lly increase the value of NFTs, just as more players in video
games increase the value of virtual goods. The same effect happens with
physical art too. Both owner and artist can benefi t from copying because, as
the art is more widely shared, the original copies can grow in value. In the
extreme case, a work of art, like the Mona Lisa, can become a widely
reproduced cultural icon.
Art generally doesn’ t come with embedded copyrights. When you buy a
painting, you typically aren’ t buying the copyright. Instead, you are buying
the phys ical object and a license to use and display it. The value is more
emotional and subjective. You can’t analyze cash flows or use other
objective valuation methods. NFT s that represent signed copies are similar .
Yet NFTs are flexible, so creators can embed copyrights if they so
choose. The simplest example is an NFT-plus-copyright where the
purchaser acquires a traditional copyright. Because NFTs can include code,
however , you can create copyright variations that would be hard to
implement in the offline world. For example, you can design an NFT where
the purchaser is granted commercial rights but must share some revenue
back with the original creator . You can also have different rules for remixes
and derivative works. Taking advantage of the built-in audit trails of
blockchains, you can encode rules that pass money back to different sets of
owners and contributors. A remix of a remix might keep a third of the
revenue for itself, pass a third back to the remix, and a third back to the
original. It’ s software; you can design it any way you want.
NFTs can transform the economics of creators too. Consider the music
business again. There are around nine million musicians on the streaming
service Spotify , yet fewer than eighteen thousand musicians—less than 0.2
percent of them—made more than $50,000 in 2022. Most of the revenue
generated went to streaming services and music labels. Tokens cut out
layers of high take-rate intermediaries. With NFTs, musicians keep most of
the revenue and can therefore support themselves with much smaller fan
bases.
Musicians often sell physical merchandise, which also cuts out high
take-rate intermediaries. But physical merchandise tends to be a much
smaller market than digital merchandise. The music industry sold $3.5
billion in merchandise in 2018, whereas the video game indust ry sold $36
billion in virtual goods that same year—a figure that has nearly doubled for
video games since. Digital good s are also higher margin, leave more room
for product experimentation, and make it easier to mainta in ongoing
interactions with fans.
NFTs: Cities vs Theme Parks
- The NFT model represents a transition from centralized corporate control toward a modular 'city' structure where third parties build applications around core digital assets.
- Unlike corporate networks where owners can arbitrarily change rules, NFTs offer 'credible neutrality' that protects the rights of creators and independent developers.
- The rise of generative AI is expected to flood the market with content, making traditional media scarcity and copyright-based business models difficult to sustain.
- As digital media becomes abundant, economic value shifts from the content itself to the curation, community, and verifiable scarcity provided by blockchain technology.
The corporate model is like a highly managed theme park that builds the whole experience end to end.
al merchandise, which also cuts out high
take-rate intermediaries. But physical merchandise tends to be a much
smaller market than digital merchandise. The music industry sold $3.5
billion in merchandise in 2018, whereas the video game indust ry sold $36
billion in virtual goods that same year—a figure that has nearly doubled for
video games since. Digital good s are also higher margin, leave more room
for product experimentation, and make it easier to mainta in ongoing
interactions with fans.
For those accustomed to the corporate network model, NFT-based
businesses require a mindset shift. In the corporate approach, a company
manages an entire service end to end. It builds the core service, the
supporting apps and tools, and the business model around it. It’s command
and control from beginning to end.
With NFTs, creators start with core, minimal components, like a simple
collection of NFTs, and independent third parties build applications from
the botto m up around the networ k and tokens. A band might issue NFTs that
attract patrons and hard-core fans. Third-party applications that provide
experiences around the NFTs—like access to private events, forums, or
exclusive merchandise—might come later .
Third-party developers have an incentive to build around these NFTs
for two reasons. First, to accele rate adoption of their products and services
by piggybacking on existing communities. A marketer could give NFT
holders in a target demographic exclusive perks, like early or free access to
new products. In the blockchain model, interoperability becomes a
customer acquisition tactic.
Second, NFTs are credibly neutral. The users own the NFTs, and the
creator who issued them can’t change the rules (unless explicitly enabled by
the code). The incentives are very different from those in corporate
networks, where interoperating is risky because corporate owners almost
always end up changing the rules in their favor .
Here again the analogy of theme parks and cities is useful. The
corporate model is like a highly managed theme park that builds the whole
experience end to end. The blockchain network is like a city that starts with
core building blocks and enco urages bottom-up entrepreneurship. NFTs
with permissive copyrights encourage third-party innovation and so fit
naturally in the city model.
NFTs are still evolving, but there are early signs of success. The NFT
standard was formalized in 2018, and NFT sales began growing in 2020.
From 2020 to early 2023, creators received about $9 billion in payments
from NFT sales . YouTube, a much more establis hed player , paid out about
$47 billion during the same period. (That’ s the 55 percent paid to creators
out of the $85 billion in revenue that YouTube brought in during the same
period.) Instagram, TikTok, Twitter, and others paid out almost nothing to
creators.
The trend toward abundant media will only accelerate with the rise of
generative AI, which can already create impressive visual art, music, and
text and is improving so rapidly it will likely , maybe even someday soon,
surpass human abilities. Just as social networks democratized content
distribution, generative AI will democratize content creation. This will
make the model of restricting media—the copyright model—dif ficult to
sustain. People won’ t be willing to pay as much for media when they can
generate compelling substitutes with AI.
Fortunately , value doesn’ t disappear . As the balloon gets squeezed,
value shifts to adjacent layers, as covered in “Take Rates.” Chess-playing
AI has trounced humans for two decades, yet playing and watching chess
on webs ites like chess.com is more popular than ever. People crave human
interaction despite the rise of machine intelligence. Post-AI artistic
expression will focus less on the media itself and more on the curation,
community , and culture around it.
NFTs add layer s of scarce value onto a sea of abundant media.
The Rise of Collaborative Storytelling
- AI shifts the value of art from production to curation, community, and the culture surrounding the media.
- NFTs introduce digital scarcity to abundant media, offering new business models for creators while allowing the internet to remix freely.
- Fans are often emotionally invested in narrative universes but currently lack formal influence or financial stakes in the franchises they support.
- Collaborative storytelling via blockchain allows fans to transition from passive observers to active owners and creators of original IP.
- Wikipedia’s triumph over expert-led encyclopedias proves that diverse groups can work together to produce high-quality, trusted systems.
They wore black in mourning and wrote a torrent of letters pleading for the detective’ s resurrection.
ppear . As the balloon gets squeezed,
value shifts to adjacent layers, as covered in “Take Rates.” Chess-playing
AI has trounced humans for two decades, yet playing and watching chess
on webs ites like chess.com is more popular than ever. People crave human
interaction despite the rise of machine intelligence. Post-AI artistic
expression will focus less on the media itself and more on the curation,
community , and culture around it.
NFTs add layer s of scarce value onto a sea of abundant media. They
provide an elegant solution to the attention-monetization dilemma. Creators
can make money through new business models, inspired by virtual goods in
video games. The internet can keep doing what it does best, copying and
remixing. It’ s a win-win.
Collaborative Storytelling: Unleashing Fantasy Hollywood
When the British writer Arthur Conan Doyle dispatched his best-known
character , Sherlock Holmes, over a Swiss waterfall in an 1893 story , fans
were dismayed. Thousands of Holmesians canceled their subscriptions to
The Strand Magazine, the publication that had serial ized his tales. They
wore black in mourning and wrote a torrent of letters pleading for the
detective’ s resurrection. (Doyle ignored them for years, until he finally
caved and brought Holmes back.)
To this day, nothing excites people’s passions quite like a good story .
Internet forums are full of fans of narrative universes like Harry Potter and
Star Wars who follow every update, dissect lore, and bicker over the
significance of even minor plot points. Sometimes fans develop their own
story lines and characters, even going so far as to write entire books on fan
fiction sites like Wattpad. (Fifty Shades of Grey began as one such homage,
to the Twilight series.)
People get so deeply invested in a franchise that it can become part of
their identities. Yet the feeling of ownership is an illusion. Fans might,
collectively , have some influence over a story’ s direction—because people
hated the irritati ng alien Jar Jar Binks so much, many believe Geor ge Lucas
cut the character ’s role in subsequent Star Wars films—but for the most part
fans are just passive observers, with no formal voice and no financial stake.
Meanwhile, the media world is addicted to sequels and reboots because
it’s risky to market new intellectual property . Media companies need to
spend tens of millions of dollar s to promote new stories. It’s safer just to
recycle proven material.
But what if fans really could be owners, and media companies could
harness their energy to help create and evangelize original stories? That’ s
the idea behind a group of new blockchain projects that enable fans to
collaboratively create narrative worlds.
When given the right tools, diverse groups of strangers can work
together to create great things. That’ s a key lesson from the read-write era,
of which Wikipedia is the most stunning example. The crowdsourced
encyclopedia, founded in 2001, defied skeptics who viewed it as a digital
graffiti wall run by utopian radicals. Today , most people barely remember
Encarta, the Microsoft-owned knowledge compendium, written by paid
experts, which was once considered the favorite to win the digital
encyclopedia war. Wikipedia continues to face endless spam and
defacement, but its community soldiers on, undaunted, editing and
improving the site. Positive edits outnumber the negative, netting out to
steady progress.
Today , Wikipedia is the internet’ s seventh most popular website. People
accept it as a trusted reference. The site’s success has inspired a wave of
other collaborative knowledge projects, including the question-and -answers
sites Quora and Stack Overflow .
Collaborative storytelling combines the lessons of Wikipedia with the
power of credibly neutral, low take-rate blockchain networks that reward
fans with ownership over their creations.
Blockchain and Collaborative Storytelling
- Collaborative storytelling utilizes blockchain networks to reward contributors with tokens, granting them ownership and a voice in the development of shared intellectual property.
- The model allows users to 'fork' narratives and characters to create expansive multiverses where creative elements function like composable Lego bricks.
- By removing traditional gatekeepers, these networks broaden the talent funnel and return a significantly higher percentage of revenue directly to creators.
- Fans are transformed from passive consumers into active evangelists and participants who have a literal financial stake in the stories they help build.
- The historical difficulty of establishing secure online payments led the early internet toward advertising-based models, resulting in today's landscape of tracking and cluttered experiences.
Characters and stories become composable Lego bricks for people to mix and match, mod and remix.
outnumber the negative, netting out to
steady progress.
Today , Wikipedia is the internet’ s seventh most popular website. People
accept it as a trusted reference. The site’s success has inspired a wave of
other collaborative knowledge projects, including the question-and -answers
sites Quora and Stack Overflow .
Collaborative storytelling combines the lessons of Wikipedia with the
power of credibly neutral, low take-rate blockchain networks that reward
fans with ownership over their creations. The way this works most
commonly in practice is that users receive tokens in proport ion to their
contribution to the narrative corpus. The resulting intellectual property is
controlled by the community and can be licensed to third parties to make
books, comics, games, TV shows, movies, and more. Licensing revenue is
sent back to the blockchain netw ork treasury , where it can be held to fund
further development or be distributed back to token holders.
These projects give users a say in how the characters and stories
develop. If they don’t like the current narrative path, they can “fork”
characters by copying them and changing them to versions they do like.
They can even fork complete stories, creating alternative timelines and
worlds—whole user-generated multiverses. Characters and stories become
composable Lego bricks for people to mix and match, mod and remix.
The collaborative storytelling model has multiple benefits:
■Widening the talent funnel. Permissionless access removes
gatekeepers and broadens who can contribute to the writing process.
The traditional media model uses gatekeepers to green-light people
and projects. Creative jobs often still depend on living in the right
city and knowing the right people. It’ s a narrow funnel that likely
overlooks a wide range of talent. Wikipedia brought the bazaar
model to an encyclopedia industry dominated by cathedrals;
collaborative storytelling can do the same for media.
■Viral marketing of new IP. Harnessing fandom is a powerful
way to market new story universes without spending millions on
advertising. Think of the viral marketing power of memecoins like
Dogecoin, but imagine it focused on meaningful narratives instead
of meaningless speculation. Enthusiastic fans go from passive
consumers to active evangelists.
■Increased creator income. Token rewards can boost the
income of creators. Blockchain networks have low take rates, which
means most of the money earned goes back to creators. Removing
layers of intermediaries transforms creator economics. A million
dollars doesn’ t mean that much to a big studio, but it can mean a lot
to groups of independent creators.
Wikipedia defied skeptics to become an essential resource. Blockchain
networks can extend the model Wikipedia pioneered to collaborative
creative work, letting creators own a stake in what they create. Cuy
Sheffield, head of crypto at Visa, calls this idea “fantasy Hollywood,”
drawing an analogy to fantasy football. The model turns fans into active
participants, and in this case they are actually in the game, not imagining it.
Making Financial Infrastructure a Public Good
When the commercial internet rose in the 1990s, it promised to modernize
payments. But moving money online turned out to be difficult. Basic
security measures like encrypted internet traffic were nascent and
controversial. People didn’ t trust entering credit card information online.
Some companie s like Amazon managed to win customers’ trust, but getting
users to make electronic payments was a challenge for most.
So, many internet services flocked to advertising. Ads created
a frictionless, closed loop that was effective from the start. The first banner
ad, purchased by AT&T , appeared on the Wired site hotwired.co m in 1994.
A few years later advertising companies like DoubleClick held hotly
anticipated IPOs. The ad gusher hasn’ t stopped flowing since—with all the
cluttered experiences and user tracking that entails.
Evolution of Digital Payments
- Early internet services adopted advertising models because frictionless electronic payments were initially difficult to implement.
- The 2010s saw the rise of payment-based models, including e-commerce, freemium services, and virtual goods in gaming.
- Despite modern advancements, payment systems remain inefficient due to high fees and a complex web of intermediaries.
- Solving the money-movement problem requires navigating a collective action challenge among banks, merchants, and processors.
- Corporate networks present a platform risk, as they often use established network effects to extract higher fees and limit competition.
The ad gusher hasn’t stopped flowing since—with all the cluttered experiences and user tracking that entails.
omers’ trust, but getting
users to make electronic payments was a challenge for most.
So, many internet services flocked to advertising. Ads created
a frictionless, closed loop that was effective from the start. The first banner
ad, purchased by AT&T , appeared on the Wired site hotwired.co m in 1994.
A few years later advertising companies like DoubleClick held hotly
anticipated IPOs. The ad gusher hasn’ t stopped flowing since—with all the
cluttered experiences and user tracking that entails.
It wasn ’t until the 2010s that business models based on payments
caught up to those based on advertising. E-commerce was the obvious
beneficiary . People are now comfortable using debit and credit cards at
miscellaneous merchants around the world. Shopify , which provides
services to smaller e-commerce merchants, became a credible Amazon rival
by riding this trend.
Freemium and virtual goods are the other popular payment-based
models. Freemium providers give away a free version of a service and
upsell a premium version. This model is used by media companies like The
New York Times and Spotify , social networks like LinkedIn and Tinder , and
software providers like Dropbox and Zoom.
Video game studios pioneered the virtual goods model, as covered in
“NFT s: Scarce Value in an Era of Abundance.” As in the freemium model,
providers gave away the basic product—in this case, a game—in hopes that
a subset of users would buy add-ons. Some of these à la carte items might
be usefu l in the game, like weapons, but many are purely cosmetic, like
new outfits for players’ avatars. This model has supported several megahits,
such as Candy Crush Saga, Clash of Clans, and Fortnite.
Although internet payments are now common, they are still high
friction. Users have to enter credit card information. Incidents of fraud and
charge-backs are high. Credit card fees are between 2 and 3 percent, low by
the standards of other internet take rates, but high enough to prohibit many
possible uses. (As discussed earlier, mobile platforms charge much higher
fees, up to 30 percent of app store transactions.)
It shouldn’ t be this hard to move money; sending money should be as
easy and cheap as text messaging. The internet is the greatest tool the world
has ever known for moving and managing information, but so far it has
barely affected the mechanisms underlying how most payments work. The
payments problem has proven far more stubborn than the problem of
moving other kinds of information.
There are some things that make money harder to manage than other
information. A typical consumer payment will pass through multiple layers
of intermediaries on its way to a recipient. A patchwork of systems run by
banks, merchants, card networks, and payment processors must all
coordinate. Ther e need to be systems for managing compliance, fraud, theft,
and aiding law enforcement.
These are problems that have been successfully managed for a long
time, but in redundant and sometimes inefficient ways, within individual
financial organizations. They could be managed more efficien tly within a
unified, modern system. The challenge is getting these various
organizations to align around a single system.
The way to solve collective action problems is by creating new
networks. As I’ve argued throu ghout this book, there are three options:
corporate, protocol, or blockchain networks.
A corpo rate payment network would have the same problem as all
corporate netwo rks. As long as the network has relatively low market share
and weak network effects, it would be incentivized to attract users,
merchants, banks, and other partners. But once its network effects become
strong enough, it would inevitably use its power to extract higher fees from
the network and put in place rules that limit competition. Banks and
payment providers are savvy about platform risk and, being aware of the
possible consequences, avoid handing power over to corporate networks if
they can help it.
Blockchain's Payment Evolution
- Corporate networks often start by attracting partners but eventually use their market power to extract fees and limit competition.
- Traditional protocol networks struggle with developer recruitment and technical limitations, such as the inability to maintain shared databases.
- Blockchains combine the benefits of corporate and protocol networks by offering shared ledgers, funding mechanisms, and neutral, predictable rules.
- Treating the payment layer as a public good, similar to a highway system, allows private companies to innovate on a neutral foundation.
- Scaling solutions like Bitcoin's Lightning Network and Ethereum's rollups are actively working to overcome barriers like high transaction costs and volatility.
Blockchain networks can make payments a public good, analogous to a public highway system that spurs commerce and development in the physical world.
g as the network has relatively low market share
and weak network effects, it would be incentivized to attract users,
merchants, banks, and other partners. But once its network effects become
strong enough, it would inevitably use its power to extract higher fees from
the network and put in place rules that limit competition. Banks and
payment providers are savvy about platform risk and, being aware of the
possible consequences, avoid handing power over to corporate networks if
they can help it. (These companies did cede a lot of power to Visa and
Mastercard, but that was back when Visa was a nonprofit and Mastercard
was an alliance of banks; both payment-processing networks have since
become independent, for-profit companies in moves reminiscent of Mozilla
and OpenAI.)
A protocol payment network would present two challenges. The first
would be recruiting people to build the network, since protocols have no
inherent way to raise money and hire developers. The second problem
would be feature limitations. Payment networks need to keep track of
transactions, which means they need to maintain databases. Protocol
networks have no core services and therefore no way to administer neutral,
centralized databases.
Blockchain networks offer the benefits of corporate and protocol
networks but without the limitat ions. Blockchain networks can raise money
to fund developers, and they can store payment records in their core
software, which acts as a shared ledger . They can run rules that ensure
regulatory compliance. They have built-in audit trails to aid law
enforcement. They also have low take rates and predictable rules that give
developers incen tives to build on top of them. All of these pros should be
familiar by now .
By creating a neutral layer that can raise money , maintain shared data,
and make strong commitments to users, a network like this would solve
both technical and coordination problems that plague other payments
networks. Blockchain networks can make payments a public good,
analogous to a public highway system that spurs commerce and
development in the physical world. Private companies would still play a
role developing new financial products, but they would build these on top
of credib ly neutral blockchains. In any tech stack, the optimal design is a
mix of private and public goods. In finance, it makes sense to have the
payment layer be a neutral public good. (In the “squeezing the balloon”
framework, the payment networks should be the thin part of the balloon.)
It’s possible a system like this could be built on top of Bitcoin. Bitcoin
is a neutral, permissionless system. The original Bitcoin white paper
describes it as an “electronic payment system,” but Bitcoin’ s success with
payments has been held back by high transaction costs and volatile prices.
The high costs are due to a limited supply of block space—that is, how
many transaction s can fit in a given block. A number of projects building on
top of Bitcoin are trying to remo ve these limitations. The most prominent of
these is Lightning, a transaction network layered on top of Bitcoin that has
higher capacity and therefore lower costs. Price volatility might still be an
issue, but faster settlement times can mitigate this.
Ethereum offers another option. Systems built on top of Ethereum, like
so-called rollups, also lower transaction costs and improve latency . People
can use a dollar -pegged stablecoin like USDC to avoid price volatility .
Sending money with USDC on Ethereum is usually faster and cheaper than
using bank wires. While the transaction fees are still too high to handle
smaller , everyda y payments, this should improve as more scaling solutions
come online, boosted by Ethereum’ s platform-app feedback loop.
A globa l payments system would have multiple benefits. The first
would be fixing problems with existing payments systems. Credit card
payment fees are low relative to other internet fees, but still add
unnecessary friction.
The Future of Global Money
- Legacy payment systems impose unnecessary friction and high fees, particularly affecting international remittances and lower-income families.
- Just as internet protocols replaced expensive traditional phone networks, new blockchain networks can modernize the movement of value.
- Micropayments, which have long been hindered by transaction costs, could enable new economies for digital media and automated machine interactions.
- The concept of financial composability would allow money to function like an open-source digital file, integrated seamlessly into diverse applications.
- Decentralized Finance (DeFi) offers a transparent, neutral alternative to banks, proving its reliability during times of extreme market stress.
A block chain-based system would make money remixable and composable, as digital photos are today .
oney with USDC on Ethereum is usually faster and cheaper than
using bank wires. While the transaction fees are still too high to handle
smaller , everyda y payments, this should improve as more scaling solutions
come online, boosted by Ethereum’ s platform-app feedback loop.
A globa l payments system would have multiple benefits. The first
would be fixing problems with existing payments systems. Credit card
payment fees are low relative to other internet fees, but still add
unnecessary friction. The fees are even higher on international remittances,
which can act as a regressive tax on lower -income people who send money
to family members abroad. Any internet retailer will also tell you it is
difficult to handle international payments, especially when they involve
developing countries.
These problems are similar to ones that affected phone calls and text
messages prior to smartphones. Users had to pay for calls by the minute and
texts by the message, and intern ational fees were high. The problems were
fixed when applications like WhatsApp and FaceT ime created new
networks to replace older networks. A new global payment network could
do the same for money .
The second benefit would be new applications that weren’ t possible
before. If transa ction fees were low enough, micropayments could become
possible. Users could pay small fees to read news articles or access pieces
of medi a. Music royalties could be paid to rights holders using easily
audited, blockc hain-based paym ent receipts. Computers could pay one
another program matically for data, computing time, API calls, and other
resources. Artificial intelligence systems could reward content creators who
contribute to their training data sets, as we’ll cover more ahead.
Micropayments have been discussed for decades, and even tried at
times, but have never worked. The hurdle has mainly been transa ction costs.
Some industry practitioners also argue that they ask too much of users.
Each of these obstacles is surmountable, though. More scalable blockchains
could address the transaction costs, and rules-based automation could lower
the cogn itive overhead. One day users may even be able to set a budget
with some simple rules and leave it to “smart” wallets to disburse the
payments.
The third benefit would be composability . Consider the composability
of digita l photo s stored in stand ard file formats such as GIFs and JPEGs.
These files can be seamlessly integrated into almost any application,
resulting in a wave of innovation around photos. Some innovations are
creative, like filters and meme s. Some are services, like Instagram and
Pinterest. Okay , now imagine a fictional universe where every photo is
controlled, via APIs, by corporate networks. In this world, photos can be
used only in ways some companies allow . The API providers would be the
gatekeepers, controlling what users and developers can do. They would
have an incentive to lock down the photos and stifle competition. That’ s
how money on the internet works today .
A block chain-based system would make money remixable and
composable, as digital photos are today . Or even better , it would turn money
into open-sourc e code. Making finance composable and open source is
exactly the aim of DeFi netwo rks, which perform the same functions as
banks and other financial institu tions but do so using blockchain s. The most
popular DeFi networks have handled tens of billions of dollars in
transactions over the last few years. During recent market volatility , when
many centralized organizations failed, DeFi networks stayed up and
running. Users can inspect DeFi code to confirm their funds are safe. They
can retrieve funds with a few clicks. These systems are simple, transparent,
and credibly neutral—traits that also mitigate the risk of discriminatory
practices.
Critics accuse DeFi of being overly self-referential, an internal micro-
economy that doesn’ t touch the outside world. There is some truth to that
criticism.
DeFi and the Digital Covenant
- DeFi networks provide a resilient and transparent alternative to centralized finance, remaining functional even during periods of extreme market volatility.
- The potential of blockchain technology lies in its ability to transform financial infrastructure into a public good, shifting the internet from data to value.
- The internet operates on an implicit economic covenant where content creators provide supply and distributors provide demand through audience attention.
- Search engines and social platforms have gained lopsided power by controlling distribution, making it nearly impossible for individual creators to opt out.
- Content providers are currently too fragmented to negotiate effectively, a situation that might have been avoided through early collective coordination.
Creators bring supply; distributors bring demand. That’ s the deal.
uring recent market volatility , when
many centralized organizations failed, DeFi networks stayed up and
running. Users can inspect DeFi code to confirm their funds are safe. They
can retrieve funds with a few clicks. These systems are simple, transparent,
and credibly neutral—traits that also mitigate the risk of discriminatory
practices.
Critics accuse DeFi of being overly self-referential, an internal micro-
economy that doesn’ t touch the outside world. There is some truth to that
criticism. DeFi can operate only on money that is composable, which today
limits its scope to money held on blockchains and limits its appeal to a
relatively small subset of intern et users. If the internet had a composable
money system, the concepts DeFi pioneered could be scaled from micro to
macro.
Finance has always been centralized, run mostly by for-profit
companies, but it doesn’ t have to be. Blockchain networks can make
financial infrastructure a public good, upgrading the internet from handling
bits to handling money .
Arti cial Intelligence: A New Economic Covenant for Creators
The internet operates on an implicit economic covenant. Conte nt creators,
like writers, critics, bloggers, and designers, whether they are independent
or part of organizations, publish work in the understanding that content
distributors, like social networks and search engines, will reward them with
attention. Creators bring supply; distributors bring demand. That’ s the deal.
Google search exemplifies the covenant. Google crawls the web,
analyzes and indexes content, and shows snippets of its findin gs in search
results. In return for indexing and excerpting content, Google sends traffic
back to the content providers through its ranked links. This arrangement
enables content providers, like news organizations, to make money through
advertising, subscriptions, or whatever business model they’ve chosen.
When this relationship began in the 1990s, many content providers
didn’ t foresee the stakes. Search engines took cover under fair-use
exemptions in copyright law while content providers took a hands-of f
approach. Over time, as the internet grew , the balance of power between the
two sides grew more lopsided. A surplus of content filtered through just a
few distributors, giving distribut ors the upper hand. The end result: Google,
as one example, now commands more than 80 percen t of internet search.
No content provider claims anywhere near that level of market share.
Some media businesses have tried to make up for their missteps. The
media giant News Corp has been protesting Google’ s free riding and trying
to get more money out of the arrangement, including by lodging formal
antitrust complaints, for more than a decade. (The two reached an ad-
revenue-sharing agreement in 2021.) For most of its existence, the review
site Yelp has been campaigning to rein in Google’ s power , an effort that
culminated in congressional testimony by Yelp’s CEO, Jeremy Stoppelman:
The problem with Big Tech is they control the distribution channels.
Distribution is the key. If Google is the starting place for all of the
people that are tapping into the web, to the extent they get in front
of consu mers and block them from finding the best information, it’s
really problematic, and that can stifle innovation.
With distributor s in the way, content providers lost their levera ge. Google
grew so domina nt in the 2000s that opting out of search results became
unviable. If individual companies like Yelp and News Corp opt out, they
lose traf fic, and their competitors fill in the gaps.
If content providers had the foresight to see this coming in the 1990s,
they might have preemptively coordinated to take collective action. If they
had, they might be in a stronger position now. Today , content providers are
too fragmented to wield any individual power , and they’re not collectively
organized.
The One-Boxed Internet
- The historical dominance of search engines made it impossible for content providers to opt out without losing essential traffic and revenue.
- Google's practice of 'one-boxing' directly extracts site content for search result summaries, effectively killing the traffic startups depend on to survive.
- Generative AI tools like ChatGPT represent the logical conclusion of one-boxing by providing self-contained answers that bypass the need for clicks.
- Current AI systems generally do not credit or compensate the millions of human creators whose data is used to train their neural networks.
- The rapid advancement of AI necessitates new economic models to replace the crumbling covenant between search platforms and content providers.
If this becomes the new way to search, AI could one-box the entire internet, thereby breaking the multi-decade covenant between search engines and the content they index.
na nt in the 2000s that opting out of search results became
unviable. If individual companies like Yelp and News Corp opt out, they
lose traf fic, and their competitors fill in the gaps.
If content providers had the foresight to see this coming in the 1990s,
they might have preemptively coordinated to take collective action. If they
had, they might be in a stronger position now. Today , content providers are
too fragmented to wield any individual power , and they’re not collectively
organized. (A few savvy ones did see the endgame coming: the South
African newspaper publisher Naspers became an internet powerhouse by
pivoting its business from news production to internet investing.)
Distribution came out on top. Google made the bulk of the profits from
the arrangement. The search giant knew its relationship with content
providers was symbiotic, and also faced regulatory pressure, so it let
enough money flow back to publishers to allow many to subsist. But the
settlements and deals struck over the years are piddling compared with
Google’ s windfall.
Occasionally , Google breaks the covenant. One of the worst things that
can happen to a website is “one-boxing,” when Google extra cts a site’s
content and places a summary at the top of its search results so users no
longer need to click to get an answer . Searches related to movie s, lyrics, or
restaurants are commonly one-boxed. For startups that are dependent on
Google for traffic, one-boxing is a death sentence. Sadly , I’ve seen this
happen to a few companies I’ve been involved with. Traffic evaporates
overnight and, with it, revenue.
Artificial intelligence has the potential to take one-boxing to its logical
conclusion. New AI tools are already generating and summarizing content,
obviating the need for users to click through to the sites of content
providers. OpenAI’ s release of its superpowered chatbot, ChatGPT ,
provides a preview of this future. You can ask the bot for a list of
restaurants to visit, or to summarize a news event, and it will give you a
self-contained answer—no clicking to other sites required. If this becomes
the new way to search, AI could one-box the entire intern et, thereby
breaking the multi-decade coven ant between search engines and the content
they index.
Recent AI products have produced incredible results. From large
language model bots to generative art systems like Midjourney , AI is
improving at a rapid and, perhaps, exponential rate. The next decade in AI
should be exciting. New applications will increase economic productivity
and improve people’ s lives. But advances in AI also mean we will need new
economic models for content providers.
If AI systems can answer queries, this could replace most uses for
search engines as well as the need to click through results to find content on
websites. If an AI system can instantly generate an image, why go searching
for images by human artists to cite or license? If AI can summ arize news,
why go read primary sources? AI systems will be a one-stop shop.
Most current AI systems have no economic model for creators.
Consider AI image generation. Generative image systems like Midjourney
feed hundreds of millions of captioned images into large neural networks to
train them. The neural networks learn how to take captions as input and
generate novel images that fit those captions. The results are often hard to
distinguish from original human-made art. Despite learning from data from
all over the internet, these systems generally neither compensate nor credit
their sources. AI companies say these systems simply learn from the input
images and the outputs do not infringe on copyrights. In their view, the AI
is like a human artist who is inspired by other paintings to create an original
work of art.
This might be a perfectly reasonable stance under existing copyright
laws (there will likely be court cases and possibly legislation to sort that
out).
AI's Economic Covenant
- Current AI systems leverage vast amounts of internet data without compensating creators, framing the process as analogous to human inspiration.
- Without a formal economic agreement, creators may pull content from the web or be forced into 'content farms' to supplement AI training data.
- Individual opt-out strategies are ineffective because isolated creators lose visibility and bargaining power against massive AI entities.
- Blockchain networks could act as collective bargaining machines to enforce attribution and automate revenue sharing for content used in AI training.
- A new network-based covenant is necessary to ensure AI progress supports deep, authentic human creativity rather than exploiting it.
Machines direct progress, and humans toil like cogs.
te learning from data from
all over the internet, these systems generally neither compensate nor credit
their sources. AI companies say these systems simply learn from the input
images and the outputs do not infringe on copyrights. In their view, the AI
is like a human artist who is inspired by other paintings to create an original
work of art.
This might be a perfectly reasonable stance under existing copyright
laws (there will likely be court cases and possibly legislation to sort that
out). But, in the long run, we are still going to need an economic covenant
between AI systems and content providers. AI will always need new data to
stay up to date. The world evolves: tastes change, new genres emer ge,
things get invented. There will be new subjects to describe and represent.
The people who create conten t that feeds AI systems will need to be
compensated.
There are a few possible futures. One extends what current AI systems
are alrea dy doing: “We will take your work, use it, and show the output to
other people with no attribution or traffic back.” This behavior will
incentivize creat ors to remove their work from the internet or put it behind
paywalls so AI can’t train on it. We’re already seeing many internet services
curtail their API access and enter lockdowns in response.
Maybe AI systems could fill in the gaps by funding their own content.
This is already happening today with “content farms”—buildings full of
workers who are instructed to create specific content to supplement AI
training data. This might work well for the AI systems, but it seems like a
depressing outcome for the world at large. Machines direct progress, and
humans toil like cogs.
A much better outcome would be a new covenant between AI systems
and creators that encourages deep, authentic creativity over content
farming. The best way to establish a new covenant is by designing new
networks that mediate the economic relationship between AI systems and
content creators.
Why do we need new networks? Couldn’ t a new covenant evolve
organically through the choices individual creators make to opt in or out of
AI training data?
We learned this lesson the hard way with search in the 1990s. Web
standards groups provided a way for websites to exclude themselves from
search engines through the “noindex” tag, part of the robots.txt standard.
Content providers learned that when they opted out and others didn’ t, they
lost traffic and gained nothing in return. Individually the webs ites had no
power . The only way they would have power is if they organized and
bargained as a group, which they never did.
An opt-out solution to AI would lead to the same outcome . Other
content provider s would fill the gaps, and whatever is left would be filled
by content farms. Indeed, the problem is worse than with search because it’s
hard to restrict the flow of loose ly inspired ideas and imagery . Elements of
the opted-out content will seep into the opted-in content, which will likely
be enough for the AI systems to get what they need. If creators act alone,
the AI will get what it wants, one way or another .
Blockchain netw orks could be the foundation for a new covenant.
Among other things, blockchains are collective bargaining machines. They
are perfectly suited to solve large-scale economic coordination problems,
especially when one side of the network has more power than the other
side. Blockchains have fixed rules, low take rates, and incentives for
builders. The network governanc e could be jointly managed by creators and
AI providers to ensure the network stays true to its mission.
Creators could set terms and conditions for using their work, backed up
by software-en forced rules and copyright restrictions focused on
commercial uses, including AI training. The blockchain would enforce an
attribution system that allocate s portions of revenue generated by the AI
systems back to the creators who contributed to their training.
AI and Creator Rights
- A decentralized governance system managed by creators and AI providers could use blockchain to enforce copyright and distribute revenue fairly.
- Collective bargaining through software-enforced rules offers creators strength in numbers against large AI companies, avoiding the attract-extract cycle of corporate platforms.
- Because AI places human creators at the beginning of the creative pipeline, the economic structure should be reshaped to ensure they are paid for their foundational contributions.
- The proliferation of deepfakes has undermined the reliability of video as ground truth, challenging society to find solutions beyond simple government regulation.
No one can put the generative genie back in the bottle.
ncentives for
builders. The network governanc e could be jointly managed by creators and
AI providers to ensure the network stays true to its mission.
Creators could set terms and conditions for using their work, backed up
by software-en forced rules and copyright restrictions focused on
commercial uses, including AI training. The blockchain would enforce an
attribution system that allocate s portions of revenue generated by the AI
systems back to the creators who contributed to their training. AI companies
would face a binary choice—accept the terms of the collective group or not
—instead of using their leverage against individual creators. It’s the same
reason labor unions bargain collectively with employers. There’ s strength in
numbers.
Could someone design a system like this using a corporate network?
Yes, and someo ne probably will. But this will lead to the usual problems
with corporate networks, including the attract-extract cycle. The corporate
owner will eventually use its leverage to extract fees and implement self-
serving rules.
The internet I would like to see is one where people are encou raged to
be creat ive and can make a living that way. If people create things and put
them on the open internet, they make the internet better . AI puts human
creators at the beginning of the creative pipeline instead of the end of it.
Shouldn’ t creators get paid for being part of the process regardless of where
they fit in? Plenty of money flows through search engines and social
networks, more than enough to send some back to the people who created
the content that makes search and social tools useful in the first place.
Everyone using the internet should ask themselves, if I’m doing
something valua ble, am I getting paid for it? Often, the answer is no. A few
large companies have concentrated bargaining power thanks to the
corporate netwo rk model. They dictate the economic terms for everyone
else. It’s harder to shift the balance of power in mature categories like
search and social where the lock-in is strong. For new categories, like
networks that mediate the econ omics of AI, there’ s an opportunity to start
from scratch.
The time to address this is now, before the market structure is settled.
Will content farms feed AI? Or will machines and creators happily coexist?
Do machines serve the people, or will people serve the machines? These are
key questions in the age of AI.
Deepfakes: Moving Beyond the Turing Test
In the 1968 novel Do Androids Dream of Electric Sheep?, a bount y hunter
named Rick Deckard hunts robots. A major plot point of the book, which
would inspire the classic sci-fi film Blade Runner , involve s Deckard’ s
attempts to tell “replicants,” or rogue AI, from humans.
If life imitates art, then art is now imitating life. Androids walk among
us, virtually: AI makes it easy to create “deepfakes,” media that looks and
sounds real but is actually generated by machines. A deepfake video might
show politicians , celebrities, or even ordinary people saying something they
didn’ t say, or a fabricated version of news events that feed conspiracy
theories. Video often serves as a ground truth on an internet already awash
with conflicting interpretations of events. Deepfakes make video no longer
trustworthy .
One proposal to fight deepfakes is to try to contain AI through
regulation. Some proposals call for a government certification process so
only approved organizations can offer AI services. A number of AI and tech
leaders, including Elon Musk and Yoshua Bengio, a pioneer of modern AI,
signed a petition calling for a six-month pause on all AI research. The
United States and the EU are in the process of developing comprehensive
AI regulatory frameworks.
But regulation isn’t the answer . No one can put the generative genie
back in the bottle.
The Case for Cryptographic Attestation
- Proposed regulations like government certification or research pauses are unlikely to succeed because AI's mathematical foundations cannot be unlearned.
- Burdensome rules risk entrenching Big Tech's dominance and exacerbating internet consolidation by excluding smaller competitors.
- The root problem is the internet's lack of an effective reputation system, which can be addressed by building systems for verifying media authenticity.
- Cryptographic attestations stored on a blockchain provide a transparent, immutable, and neutral way for creators to vouch for their content.
- This decentralized infrastructure can identify legitimate actors and help users distinguish between authentic human interaction and AI-generated bots.
Neural networks, the core technology behind modern AI, are an application of mathematical ideas that cannot be unlearned; linear algebra is here to stay, whether government officials like it or not.
contain AI through
regulation. Some proposals call for a government certification process so
only approved organizations can offer AI services. A number of AI and tech
leaders, including Elon Musk and Yoshua Bengio, a pioneer of modern AI,
signed a petition calling for a six-month pause on all AI research. The
United States and the EU are in the process of developing comprehensive
AI regulatory frameworks.
But regulation isn’t the answer . No one can put the generative genie
back in the bottle. Neural networks, the core technology behind modern AI,
are an application of mathematical ideas that cannot be unlearned; linear
algebra is here to stay, whether government officials like it or not. Open-
source systems can already create convincing deepfakes, and these will
continue to improve. Other countries will continue to pursue the technology
too.
Regulatory restrictions will just entrench power in big companies that
already have advanced AI. They will anoint haves and exclude have-nots.
Burdensome rules will hold back innovation, and users will suffer as Big
Tech tightens its grip even further , exacerbating the problem of internet
consolidation.
Regulation also won’ t solve the real problem: the internet’ s lack of an
effective reputation system. Instead of holding technology back, a better
solution is to push it forward. We should build systems that allow users and
applications to verify the authenticity of media. One idea is to allow
“attestations”—claims backed up by cryptographic digital signatures—on
blockchains where users and organizations can vouch for individual pieces
of media.
Here’ s how that might work. The author of a video, photo, or audio
track could digitally sign a medi a identifier , called a hash, sayin g, “I created
this content.” Another organization, like a media company , could add to that
attestation by signing a transaction that says, “I attest that this content is
authentic.” Users could identify themselves in the signatures by
cryptographically proving control of domain names (for example,
nytimes.com), newer identifiers tied to blockchain-based naming services
like Ethereum Name Service (nytimes.eth), or usernames on older identity
systems like Facebook and Twitter (@nytimes).
The advantages of storing media attestations on blockchains are
threefold. Transpar ent and immutable audit trails: Anyone can examine the
full content and attestation history , and no one can alter it. Credible
neutrality: If a company controlled the attestation database, it could
leverage this control to restric t or charge for access. A credibly neutral
database de-risks the platform and ensures a widely accessible public good.
Composability: Social networks could integrate the attestations, displaying
verification check marks on media that trusted sources have authenticated.
Third parties could build reputation systems that evaluate the track records
of attesters, assigning trust score s. An ecosystem of apps and services could
develop around the database, helping users differentiate betwe en real and
fabricated content.
Attestations can also address the proliferation of bots and “counterfeit
persons.” AI is going to make bots so sophisticated that users can’t
distinguish betw een real and fake people. (We’re already beginning to see
this happen.) In this case, the answer is to attach attestations to social
network identifiers instead of pieces of media. For example, The New York
Times could attest that the @nytimes handle on a new social netw ork is
controlled by the same organization that controls the website
www .nytimes.com. Users could examine the blockchain, or rely on third-
party services that do, to verify the authenticity of these attestations.
Such authentication systems would help defeat spam and
impersonators. Social media services could display verification check
marks for usernames that have credible attestations.
Building a Trusted Internet
- Blockchain provides an objective, auditable framework for verifying identity and authenticity across social networks.
- By transforming reputation systems into public goods, blockchain enables website rankings and data to be owned by the community rather than corporations.
- The author warns that current corporate-dominated networks risk turning users into digital serfs who toil for the profit of overlords.
- While traditional internet protocols have failed to compete with corporate power, blockchain offers a viable architecture that preserves democratic values.
- The transition to blockchain-based networks moves the internet from a trust-based model to a 'Can’t be evil' model rooted in immutable code.
Users become no better than serfs, toiling in the fields for the benefit of a corporate overlord.
pieces of media. For example, The New York
Times could attest that the @nytimes handle on a new social netw ork is
controlled by the same organization that controls the website
www .nytimes.com. Users could examine the blockchain, or rely on third-
party services that do, to verify the authenticity of these attestations.
Such authentication systems would help defeat spam and
impersonators. Social media services could display verification check
marks for usernames that have credible attestations. They could offer
settings that let users filter out bots (“only show me people who have signed
attestation from credible sources”). Verification check marks shouldn’ t be
bought, doled out through favors, or subject to the biases of corporate
employees. They should be objectively verified and auditable.
One of the lesso ns from the last era of the internet is that if a service
needs to be built, it will probably get built—if not as a public good, then as
a privat e good. When users needed a reputation system to sift through
websites, Googl e ended up build ing that system, originally called PageRank
and today a set of proprietary rankings. Had blockchains been around, a
reputation syste m like this could have been built as a public good, owned
by everyone instead of one company . Website rankings would be publicly
verifiable, and third parties could build services on top of them.
Turing tests no longer distinguish real people from bots, and people can
no longe r tell real from fake media. The right approach is a credibly neutral,
community-owned network—a blockchain network—that makes
authenticity a trusted internet primitive.
OceanofPDF .com
Conclusion
If you want to build a ship, don’t drum up the men and women to gather wood,
divide the work, and give orders. Instead, teach them to yearn for the vast and
endless sea.
—Antoine de Saint-Exupéry
In one version of the future, networks are owned by a handful of companies
that stifle innovation while users, developers, creators, and entrepreneurs
compete for leftovers. The internet becomes another mass medium,
favoring content and experience s that are broad and shallow . Users become
no better than serfs, toiling in the fields for the benefit of a corporate
overlord.
This is neither the internet I want to see nor the world I wish to live in.
The issue goes beyond “the future of the internet,” which sounds tame and
esoteric. The future of the internet is us—you and me. The internet is,
increasingly , where we live our lives, and it overlaps more and more with
the so-called real world. Think about how much of your life you live online,
how much of your identity resides there, how much you interact with
friends whom you’ve developed relationships with through the medium of
the internet.
Whom do you want in control of that world?
Reinventing the Internet
The way to set the internet back on course is by creating new networks with
better architectures. There are only two known network architectures that
preserve the democratic and egalitarian spirit of the early internet: protocol
networks and blockchain networks. If new protocol networks could
succeed, I would be the first to support them. But after decades of
disappointment, I’m skeptical. Email and the web developed at a time when
there wasn’ t serious competition from corporate networks. Since then,
protocol networ ks haven’ t been able to compete because of their core
architectural limitations.
Blockchains are the only credible, known architecture for building
networks with the societal benefits of protocol network s and the
competitive advantages of corporate networks.
Google’ s motto was once “Don’ t be evil.” In corporate networks, you
need to trust company management to behave. This works for a while when
networks are growing, but it inevitably breaks down. Blockchains offer a
much stronger assurance: “Can’ t be evil.” The rules are baked into
immutable code. Developers and creators get low take rates and predictable
incentives.
The Blockchain Network Revolution
- Blockchain technology transitions the internet from a trust-based model of 'Don’t be evil' to a code-based architecture of 'Can’t be evil.'
- These networks combine the community-driven benefits of open protocols with the capital and user experience advantages of corporate structures.
- Growth is accelerated by three feedback loops: platform-app cycles, inherent network effects, and the 'Lego-like' composability of open-source code.
- A generational shift is occurring as top talent chooses to build on the blockchain frontier rather than optimize advertising for tech incumbents.
- While modern AI tends to favor data-rich monopolies, blockchain offers a path to restore internet stewardship to communities rather than corporations.
When we ask why, they tell us they don’t want to spend their careers helping Google or Meta sell more ads.
cture for building
networks with the societal benefits of protocol network s and the
competitive advantages of corporate networks.
Google’ s motto was once “Don’ t be evil.” In corporate networks, you
need to trust company management to behave. This works for a while when
networks are growing, but it inevitably breaks down. Blockchains offer a
much stronger assurance: “Can’ t be evil.” The rules are baked into
immutable code. Developers and creators get low take rates and predictable
incentives. User s get transparent rules and participation in the governance
and financial upside of networks. In this way, blockchain networks extend
the best features of protocol networks.
At the same time, blockchain networks adopt the best aspects of
corporate netwo rks. They can attract and accrue capital to invest in hiring
and growth, allowing them to compete on a level playing field with well-
financed internet companies. They also enable the development of software
experiences that match what users have come to expect from modern
internet services. With blockchains, it’s possible to build social networks,
video games, marketplaces, and financial services, as covered in part 5, as
well as whatever else entrepreneurs dream up next.
If the next wave of networks adopts blockchain architectures, the world
can reverse the trend toward internet consolidation and restore
communities, rather than a hand ful of companies, to their rightful place as
stewards of the future.
I’m optimistic about this and I hope, after everything I’ve shared, that
you are too.
Cause for Optimism
What gives me hope is that the technology is working; it’s attracting users;
and it’s getting better all the time. Multiple compounding feedback loops
are driving the growth of blockchain networks, and another computing
cycle appears to be under way:
■The platform-app feedback loop. The infrastructure is good
enough now to support internet-scale apps. The growth of apps
feeds back into investment in infrastructure. The same
compounding feedback loop that drove PCs, the internet, and
mobile is now driving blockchains.
■The inherent network effect of social technologies.
Blockchain networks are massively multiplayer social technologies,
just as protocol and corporate networks were before them. They
become more useful as they attract more users, creators, and
developers.
■Composability. Blockchain network code is open source, so it
needs to be written only once. Open-source software can combine
into bigger constructions, like Lego bricks. This grows the global
knowledge store at a compounding rate.
Another tailwind driving blockchain networks forward is a wave of new
talent entering the tech industry as the next generation looks to put its mark
on the internet. In every generational change, there are people who want to
do more than just work on techn ology for its own sake. They want to set out
on their own and shake things up and challenge incumbents . I see this
firsthand at my firm. Every year, thousands of students and others early in
their careers come to me and my partners to collaborate on blockchain
projects. When we ask why, they tell us they don’t want to spend their
careers helping Google or Meta sell more ads. They want to work on the
frontier .
The opportunity ahead is to build the great networks of the future: the
economic, socia l, and cultural substrate of the digital world. Networks are
the internet’ s killer app. While protocol networks democratiz e access to
information, their weaknesses limit their viability for the future. Corporate
networks impro ve and extend the internet’ s capabilities, but they stifle
growth in pursuit of controlled, theme-park-like experiences.
Outside blockc hains, all of today’ s major technology movements
involve sustaining technologies that look set to reinforce existing industry
structures. Artificial intelligence favors big companies with stockpiles of
capital and data.
The Blockchain Frontier
- Blockchains represent a unique bottom-up counterweight to the centralizing forces of artificial intelligence and corporate protocol networks.
- Blockchain networks function like digital cities where builders, creators, and users share meaningful rights, agency, and financial rewards.
- The emerging read-write-own era aims to balance private and community ownership to sustain a healthy civic life in the digital world.
- Outside-in technologies often arrive disguised and messy, making their long-term potential harder to grasp than pre-packaged corporate solutions.
- The current state of blockchain development mirrors the early, experimental days of the personal computer and the internet.
Inside-out technologies arrive nicely packaged, ready for the market. Outside-in technologies arrive messy, mysterious, disguised as something else.
. While protocol networks democratiz e access to
information, their weaknesses limit their viability for the future. Corporate
networks impro ve and extend the internet’ s capabilities, but they stifle
growth in pursuit of controlled, theme-park-like experiences.
Outside blockc hains, all of today’ s major technology movements
involve sustaining technologies that look set to reinforce existing industry
structures. Artificial intelligence favors big companies with stockpiles of
capital and data. New devices like virtual reality headsets and self-driving
cars require multibillion-dollar capital investments. Blockcha ins are the
only credible counterweight to these centralizing forces.
Blockchain networks are like cities, built from the bottom up by the
people who inhabit them. Entrepreneurs build businesses, creators cultivate
audiences, and users have meani ngful choices, rights, and agency . Networks
operate transparently , governed by communities. People who contribute are
rewarded financially . It’s an internet built by everybody , for everybody .
The promise of the read-write-o wn era of the internet is to maintain a
healthy civic life in the digital world. Civic life thrives through a balance of
private and community ownership. The public sidewalk allows passersby to
discover new restaurants, bookstores, and shops. A homeowner spends
weekends remod eling, in turn improving a neighborhood. A world without
both private and community ownership is a world that stifles creativity and
human flourishing.
I have presented what I think are some of the best ideas for developing
blockchain networks today , but entrepreneurs are better at building the
future than people like me are at predicting it. Most likely , the best ideas
either seem strange today or are yet unimagined. If you are used to
participating in blockchain netw orks, you are used to people looking at you
funny or thinking what you do is silly or a scam. Often there aren’ t names
for what you’re working on. Inside-out technologies arrive nicely packaged,
ready for the market. Outside-in technologies arrive messy , mysterious,
disguised as something else. Grasping their potential takes work.
Blockchains are at the computin g frontier , as PCs were in the 1980s, the
internet was in the 1990s, and mobile phones were in the 2010s. People
look back today on classic moments in computing and wonder what it was
like to be there. Noyce and Moore. Jobs and Wozniak. Page and Brin.
Hobbyists dabbling, debating, driving forward. Tinkerers hacking away on
nights and weekends.
What seems late is actually early. Now is the time to reimagine what
networks can be and what they can do. Software is an unbeatable
playground for ingenuity . You don’t have to accept the internet as you found
it. You can make something better…as a builder , as a creator , as a user, and,
most important, as an owner .
You are here now . These are the good old days.
OceanofPDF .com
To Elena
OceanofPDF .com
Acknowledgments
This book is the product of many years of blogging, thinking, writing, and
participating in the internet industry and the crypto community , so there are
countless inspir ations behind the ideas presented here. I am especially
grateful to the colleagues and founders I’ve worked with. The best part of
my job is talkin g to and learni ng from you. I’d also like to acknowledge
some specific people who helped shape the book and make it possible.
First and foremost, I want to thank Robert Hackett, who was an
extremely valuable editing and thought partner throughout the writing
process. He contributed so much time, attention, and care to the project. He
also taught me how to be a better writer .
Thanks to Kim Milosevich and Sonal Chokshi, my longtime partners in
all thing s creativ e, who nurtured the project from the start and guided me
through the publishing process.
Acknowledgments and Research Notes
- The author highlights the critical role of editor Robert Hackett in shaping the book’s ideas and improving the overall quality of the writing.
- Extensive gratitude is expressed toward industry leaders and peers who provided technical feedback and data analysis during the project.
- The text includes a heartfelt dedication to the author’s wife, recognizing her unwavering support during a demanding schedule of weekends and holidays.
- Preliminary notes cite significant market data regarding the dominance of the top 1 percent of social networks and search engines.
- The research section notes that approximately 40 percent of internet users have adopted ad blockers to mitigate invasive tracking and digital annoyance.
You’re my partner in everything, and this book is as much yours as it is mine.
e
some specific people who helped shape the book and make it possible.
First and foremost, I want to thank Robert Hackett, who was an
extremely valuable editing and thought partner throughout the writing
process. He contributed so much time, attention, and care to the project. He
also taught me how to be a better writer .
Thanks to Kim Milosevich and Sonal Chokshi, my longtime partners in
all thing s creativ e, who nurtured the project from the start and guided me
through the publishing process.
Thank you to my agent, Chris Parris-Lamb, and my editor ,
Ben Greenber g—and the broader Random House team, including Greg
Kubie and Windy Dorresteyn—who made publishing this book far easier
than I thought it could be. I am also grateful to Rodrigo and Anna Corral,
who created the cover art and interior graphics.
There were many people who reviewed the book and gave insightful
comments at various phases, but I especially want to thank Tim
Roughgarden, Sep Kamvar , Miles Jennings, Elena Burger, Arianna
Simpson, Porter Smith, Bill Hinman, Ali Yahya, Brian Quintenz, Andy Hall,
Collin McCune, Tim Sullivan, Eddy Lazzarin, and Scott Kominers for their
detailed feedback. Thanks also to Daren Matsuoka for data sourcing and
analysis, Michae l Blau for his NFT design, and Maura Fox for research and
fact checking.
I’d also like to thank Marc Andreessen and Ben Horowitz for being
great business partners and providing unwavering support for all my
various endeavors over the years.
I dedicated this book to Elena, my wife and best friend, who has always
stood by me and believed in me. I am so thankful for your patience and
support while I worked on this book day and night (and countles s weekends
and holidays); it takes a remarka ble, confident person who allows space for
that while also pursuing her own passions and interests. I am so grateful to
you, and thankf ul for meeting you all those years ago in NYC. You’re my
partner in everything, and this book is as much yours as it is mine.
Finally , this book is for my son. You are the future; I hope it shines
bright for you.
OceanofPDF .com
Notes
Introduction
When the great innovation appears : Freeman Dyson quotation is from Kenn eth Brower , The
Starship and the Canoe (New York: Holt, Rinehart and Winston, 1978).
GO TO NOTE REFERENCE IN TEXT
Today the top 1 percent of social networks : Simi larweb: Website traffic—check and analyze any
website, Feb. 15, 2023, www .similarweb.com/ .
GO TO NOTE REFERENCE IN TEXT
The top 1 percent of search engines : Appt opia: App Competitive Intelligence Market Leader , Feb.
15, 2023, apptopia.com/ .
GO TO NOTE REFERENCE IN TEXT
Nearly 50 percent of the market capitalization of the Nasdaq-100 : Truman Du, “Charted:
Companies in the Nasdaq 100, by Weight,” Visual Capitalist, June 26, 2023,
www .visualcapitalist.com/ cp/ nasdaq-100-companies-by-weight/ .
GO TO NOTE REFERENCE IN TEXT
Meta, Google, and other ad-based companies run elaborate tracking systems : Adam Tanner,
“How Ads Follow You from Phone to Desktop to Tablet,” MIT Techn ology Review , July 1, 2015,
www .technologyreview .com/ 2015/ 07/ 01/ 167251/ how-ads-follow-you-from-phone-to-desktop-to-
tablet/ ; Kate Cox, “Facebook and Google Have Ad Trackers on Your Streaming TV, Studies Find,”
Ars Techn ica, Sept. 19, 2019, arstechnica.com/ tech-policy/ 2019/ 09/ studies-google-netflix-and-
others-are-watching-how-you-watch-your -tv/.
GO TO NOTE REFERENCE IN TEXT
An estimated 40 percent of internet users use ad blockers : Stephen Shankland, “Ad Blocking
Surges as Millions More Seek Privacy , Security , and Less Annoyance,” CNET , May 3, 2021,
www .cnet.com/ news/ privacy/ ad-blocking-sur ges-as-millions-more-seek-privacy-security-and-less-
annoyance/ .
GO TO NOTE REFERENCE IN TEXT
Apple…expanding its own advertising network : Chris Stokel-W alker , “Apple Is an Ad Company
Now ,” Wired, Oct. 20, 2022, www .wired.com/ story/ apple-is-an-ad-company-now/ .
Big Tech Marketplace Dominance
- Internet users increasingly turn to ad blockers for privacy while companies like Apple simultaneously pivot toward expanding their own massive advertising networks.
- Average digital consumption has climbed to seven hours per day with mobile apps accounting for roughly half of all time spent on connected devices.
- Platforms utilize controversial tactics such as shadowbanning and deplatforming to manage content, sometimes silencing users without their direct knowledge.
- E-commerce and search giants face scrutiny for anti-competitive behavior including rigging search results to favor their own brands over third-party sellers.
- Major technology firms maintain market dominance through high transaction fees and advertising revenues that total hundreds of billions of dollars annually.
People may get silenced and not even know it.
T
An estimated 40 percent of internet users use ad blockers : Stephen Shankland, “Ad Blocking
Surges as Millions More Seek Privacy , Security , and Less Annoyance,” CNET , May 3, 2021,
www .cnet.com/ news/ privacy/ ad-blocking-sur ges-as-millions-more-seek-privacy-security-and-less-
annoyance/ .
GO TO NOTE REFERENCE IN TEXT
Apple…expanding its own advertising network : Chris Stokel-W alker , “Apple Is an Ad Company
Now ,” Wired, Oct. 20, 2022, www .wired.com/ story/ apple-is-an-ad-company-now/ .
GO TO NOTE REFERENCE IN TEXT
The most visible example of this is deplatforming : Merrill Perlman, “The Rise of ‘Deplatfor m,’ ”
Columbia Journalism Review , Feb. 4, 2021, www .cjr.org/ language_corner/ deplatform.php .
GO TO NOTE REFERENCE IN TEXT
People may get silen ced and not even know it: Gabriel Nicholas, “Shadowbanning Is Big Tech’s
Big Problem,” Atlantic, April 28, 2022, www .theatlantic.com/ technology/ archive/ 2022/ 04/ social-
media-shadowbans-tiktok-twitter/ 629702/ .
GO TO NOTE REFERENCE IN TEXT
People spend about seven hours per day on internet-connected devices : Simon Kemp, “Digital
2022: Time Spent Using Connected Tech Continues to Rise,” DataReportal, Jan. 26, 2022,
datareportal.com/ reports/ digital-2022-time-spent-with-connected-tech .
GO TO NOTE REFERENCE IN TEXT
About half that time they spend using phones : Yoram Wurmser , “The Majority of Americans’
Mobile Time Spent Takes Place in Apps,” Insider Intelligence , July 9, 2020,
www .insiderintelligence.com/ content/ the-majority-of-americans-mobile-time-spent-takes-place-in-
apps.
GO TO NOTE REFERENCE IN TEXT
These companies charge up to 30 percent for payments : Ian Carlos Campbell and Julia Alexander ,
“A Guide to Platform Fees,” Verge, Aug. 24, 2021, www .thever ge.com/ 21445923/ platform-fees-apps-
games-business-marketplace-apple-google/ .
GO TO NOTE REFERENCE IN TEXT
Facebook itself pointed out: “Lawsuits Filed by the FTC and the State Attorneys General Are
Revisionist History ,” Meta, Dec. 9, 2020, about.fb.com/ news/ 2020/ 12/ lawsuits-filed-by-the-ftc-and-
state-attorneys-general-are-revisionist-history/ .
GO TO NOTE REFERENCE IN TEXT
Amazon learns which products in its marketplaces are top sellers : Aditya Kalra and Steve
Stecklow , “Amazon Copied Products and Rigged Search Results to Promote Its Own Brands,
Documents Show ,” Reuters, Oct. 13, 2021, www .reuters.com/ investigates/ special-report/ amazon-
india-rigging/ .
GO TO NOTE REFERENCE IN TEXT
Google faces scrutiny : Jack Nicas, “Google Uses Its Search Engine to Hawk Its Products,” Wall
Street Journal, Jan. 9, 2017, www .wsj.com/ articles/ google-uses-its-search-engine-to-hawk-its-
products-1484827203 .
GO TO NOTE REFERENCE IN TEXT
Ranking its own products above others : Adrianne Jeffries and Leon Yin, “Amazo n Puts Its Own
‘Brands’ First Above Better -Rated Products,” Markup, Oct. 14, 2021, www .themarkup.or g/ amazons-
advantage/ 2021/ 10/ 14/ amazon-puts-its-own-brands-first-above-better -rated-products/ .
GO TO NOTE REFERENCE IN TEXT
$38 billion ad business : Hope King, “Amazon Sees Huge Potentia l in Ads Business as AWS Growth
Flattens,” Axios, April 27, 2023, www .axios.com/ 2023/ 04/ 28/ amazon-earnings-aws-retail-ads/ .
GO TO NOTE REFERENCE IN TEXT
Google’ s ($225 billion) : Ashl ey Belanger , “Google’ s Ad Tech Dominance Spurs More Antitrust
Char ges, Report Says,” Ars Technica, June 12, 2023, www .arstechnica.com/ tech-policy/ 2023/ 06/
googles-ad-tech-dominance-spurs-more-antitrust-char ges-report-says/ .
GO TO NOTE REFERENCE IN TEXT
Meta’ s ($114 billion ): Ryan Heath and Sara Fischer , “Meta’ s Big AI Play: Shoring Up Its Ad
Business,” Axios, Aug. 7, 2023, www .axios.com/ 2023/ 08/ 07/ meta-ai-ad-business/ .
GO TO NOTE REFERENCE IN TEXT
Filed similar compla ints over Apple’ s high fees and anticompetitive rules : James Vincent, “EU
Says Apple Breached Antitrust Law in Spotify Case, but Final Ruling Yet to Come,” Verge, Feb. 28,
2023, www .thever ge.
Network Laws and Antitrust Battles
- Tech giants like Apple and Meta face mounting legal pressure and antitrust allegations regarding high fees and unfair competition rules.
- Historical analysis of the tech industry reveals that many failed ideas from the 1990s dot-com bust were actually revolutionary concepts ahead of their time.
- Critics and investors debate whether modern Silicon Valley is producing meaningful innovation or merely iterating on minor digital conveniences.
- Mathematical principles like Metcalfe’s Law and Reed’s Law define how the economic value of networks grows exponentially as the number of nodes increases.
- The immense scale of modern social networks is highlighted by Meta reaching nearly 3 billion monthly users, solidifying its dominance in the advertising market.
Tile Will Accuse Apple of Worsening Tactics It Alleges Are Bullying, a Day After iPhone Giant Unveiled a Competing Product.
spurs-more-antitrust-char ges-report-says/ .
GO TO NOTE REFERENCE IN TEXT
Meta’ s ($114 billion ): Ryan Heath and Sara Fischer , “Meta’ s Big AI Play: Shoring Up Its Ad
Business,” Axios, Aug. 7, 2023, www .axios.com/ 2023/ 08/ 07/ meta-ai-ad-business/ .
GO TO NOTE REFERENCE IN TEXT
Filed similar compla ints over Apple’ s high fees and anticompetitive rules : James Vincent, “EU
Says Apple Breached Antitrust Law in Spotify Case, but Final Ruling Yet to Come,” Verge, Feb. 28,
2023, www .thever ge.com/ 2023/ 2/28/ 23618264/ eu-antitrust-case-apple-music-streaming-spotify-
updated-statement-objections; Aditya Kalra, “EXCLUSIVE Tinder -Owner Match Ups Antitrust
Pressure on Apple in India with New Case,” Reuters, Aug. 24, 2022, www .reuters.com/ technology/
exclusive-tinder -owner -match-ups-antitrust-pressure-apple-india-with-new-case-2022-08-24/ ; Cat
Zakrzewski, “Tile Will Accuse Apple of Worsening Tactics It Alleges Are Bullying, a Day After
iPhone Giant Unveiled a Competing Product,” Washington Post, April 21, 2021,
www .washingtonpost.com/ technology/ 2021/ 04/ 21/ tile-will-accuse-apple-tactics-it-alleges-are-
bullying-day-after -iphone-giant-unveiled-competing-product/ .
GO TO NOTE REFERENCE IN TEXT
This is why Steve Jobs once described the computer as: Jeff Goodell, “Steve Jobs in 1994: The
Rolling Stone Interview ,” Rolling Stone, Jan. 17, 2011, www .rollingstone.com/ culture/ culture-news/
steve-jobs-in-1994-the-rolling-stone-interview-231 132/.
GO TO NOTE REFERENCE IN TEXT
The 1990s were full of spectacular failur es: Robe rt McMillan, “Turns Out the Dot-Com Bust’ s
Worst Flops Were Actually Fantastic Ideas,” Wired, Dec. 8, 2014, www .wired.com/ 2014/ 12/ da-bom/ .
GO TO NOTE REFERENCE IN TEXT
Ther e’s an urgency to that conviction : “U.S. Share of Blockchain Developers Is Shrinking,”
Electric Capital Developer Report, March 2023, www .developerreport.com/ developer -report-
geography .
GO TO NOTE REFERENCE IN TEXT
1. Why Networks Matter
I am thinking abou t something much more: John von Neumann quotation is from Ananyo
Bhattacharya, The Man fr om the Futur e (New York: W. W. Norton, 2022), 130.
GO TO NOTE REFERENCE IN TEXT
Critics who knock the tech startup industry : Dere k Thompson, “The Real Trouble with Silicon
Valley ,” Atlantic, Jan./Feb. 2020, www .theatlantic.com/ magazine/archive/2020/01/wheres -my-flying-
car/603025/ ; Josh Hawley , “Big Tech’s ‘Innovations’ That Aren’ t,” Wall Street Journal, Aug. 28,
2019, www .wsj.com/ articles/ big-techs-innovations-that-arent-1 1567033288 .
GO TO NOTE REFERENCE IN TEXT
Even pro-tech investors play up the idea: Bruce Gibney , “What Happened to the Future?,”
Founders Fund, accessed March 1, 2023, foundersfund.com/ the-future/ ; Pascal-Emmanuel Gobry ,
“Facebook Investor Wants Flying Cars, Not 140 Characters,” Business Insider , July 30, 2011,
www .businessinsider .com/ founders-fund-the-future-201 1-7.
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So yes, networks matter: Kevin Kelly , “New Rules for the New Economy ,” Wired, Sept. 1, 1997,
www .wired.com/ 1997/ 09/ newrules/ .
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The law takes its name from Robert Metcalfe : “Robert M. Metcalf e,” IEEE Computer Society ,
accessed March 1, 2023, www .computer .org/ profiles/ robert-metcalfe .
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Some argue for variations to the law: Antonio Scala and Marco Delmastro, “The Explosive Value
of the Networks,” Scientific Reports 13, no. 1037 (2023), www .ncbi.nlm.nih.gov/ pmc/ articles/
PMC9852569/ .
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In 1999, David Reed , another computer scientist : Davi d P. Reed, “The Law of the Pack,” Harvar d
Business Review , Feb. 2001, hbr.org/ 2001/ 02/ the-law-of-the-pack .
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Facebook has nearly 3 billion monthly active users : “Meta Reports First Quarter 2023 Results,”
Meta, April 26, 2023, investor .fb.com/ investor -news/ press-release-details/ 2023/ Meta-Reports-First-
Quarter -2023-Results/ default.aspx .
Network Power and Protocol History
- David Reed’s network theory suggests that the ability for individuals to form subgroups creates more value than simple broadcast or peer-to-peer connections.
- The Federal Trade Commission is leveraging antitrust regulation to prevent tech giants from dominating new markets like virtual reality and gaming.
- Permissionless protocols provided the architectural foundation for the early internet, ensuring it remained decentralized and open to innovation.
- Regulatory shifts now focus on technical interoperability as a means to dismantle the closed ecosystems of modern digital platforms.
- The evolution of the web involved a layered stack of technologies, ranging from physical networking to high-level application protocols like email.
Poet-activist and sometime lyricist for the Grateful Dead
v/ pmc/ articles/
PMC9852569/ .
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In 1999, David Reed , another computer scientist : Davi d P. Reed, “The Law of the Pack,” Harvar d
Business Review , Feb. 2001, hbr.org/ 2001/ 02/ the-law-of-the-pack .
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Facebook has nearly 3 billion monthly active users : “Meta Reports First Quarter 2023 Results,”
Meta, April 26, 2023, investor .fb.com/ investor -news/ press-release-details/ 2023/ Meta-Reports-First-
Quarter -2023-Results/ default.aspx .
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Defang the largest internet companies with regulation : “FTC Seeks to Block Microsoft Corp.’ s
Acquisition of Activision Blizzard, Inc.,” Federal Trade Commission, Dec. 8, 2022, www .ftc.gov/
news-events/ news/ press-releases/ 2022/ 12/ ftc-seeks-block-microsoft-corps-acquisition-activision-
blizzard-inc ; Federal Trade Commission, “FTC Seeks to Block Virtual Reality Giant Meta’s
Acquisition of Popular App Creator Within,” July 27, 2022, www .ftc.gov/ news-events/ news/ press-
releases/ 2022/ 07/ ftc-seeks-block-virtual-reality-giant-metas-acquisition-popular -app-creator -within .
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Other regulatory proposals requir e companies to inter operate : Augmenti ng Compa tibility and
Competition by Enabling Service Switching Act, H.R. 3849, 1 17th Cong. (2021).
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Open and permissionless protocol networks that characterized the early internet : Joichi Ito, “In
an Open-S ource Society , Innovating by the Seat of Our Pants,” New York Times, Dec. 5, 2011,
www .nytimes.com/ 2011/ 12/ 06/ science/ joichi-ito-innovating-by-the-seat-of-our -pants.html .
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2. Protocol Networks
What was often difficult for people to understand : Tim Berners-Lee with Mark Fischetti, Weaving
the Web: The Original Design and Ultimate Destiny of the World Wide Web by Its Inventor (New
York: Harper , 1999), 36.
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The earliest version of the internet : “Advancing National Security Through Fundamental
Research,” accessed Sept. 1, 2023, Defense Advanced Research Projects Agency .
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Poet-activist and sometime lyricist for the Grateful Dead : John Perry Barlow , “A Declaration of
the Independence of Cyberspace,” Electronic Frontier Foundation, 1996, www .eff.org/ cyberspace-
independence .
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Protocols layer on top of one another : Henrik Frystyk, “The Internet Protocol Stack,” World Wide
Web Consortium, July 1994, www .w3.or g/ People/ Frystyk/ thesis/ TcpIp.html .
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Above the physical layer is the netwo rking layer : Kevin Meynell, “Final Report on TCP/IP
Migration in 1983,” Internet Society , Sept. 15, 2016, www .internetsociety .org/ blog/ 2016/ 09/ final-
report-on-tcpip-migration-in-1983/ .
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Helped invent futur istic technologies : “Sea Shadow ,” DARP A, www .darpa.mil/ about-us/ timeline/
sea-shadow/ ; Catherine Alexandrow , “The Story of GPS,” 50 Years of Bridging the Gap, DARP A,
2008, www .darpa.mil/ attachments/ (2O10)%20Global%20Nav%20-%20About%20Us%20-
%20History%20-%20Resources%20-%2050th%20-%20GPS%20(Approved).pdf .
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The protocol behind email : Jonathan B. Postel, “Simple Mail Transfer Protocol,” Request for
Comments: 788, Nov . 1981, www .ietf.or g/ rfc/ rfc788.txt.pdf .
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History of the internet : Katie Hafn er and Matthew Lyon, Wher e Wizards Stay Up Late (New York:
Simon & Schuster , 1999).
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The web started going mainstr eam: “Mosaic Launches an Internet Revolution,” National Science
Foundation, April 8, 2004, new.nsf.gov/ news/ mosaic-launches-internet-revolution .
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One organization maintained the official internet directory : “Domain Names and the Network
Information Center ,” SRI International, Sept. 1, 2023, www .sri.com/ hoi/ domain-names-the-network-
information-center/ .
Internet Infrastructure and Power
- The text documents the early history of the internet, highlighting the Mosaic browser as a catalyst for mainstream adoption.
- Infrastructure development is traced through the creation of the Domain Name System (DNS) by pioneers like Paul Mockapetris and Jon Postel.
- The shift in internet governance is marked by ICANN's independence, ending symbolic U.S. control over network identification.
- The narrative explores the power dynamics of platforms, specifically how corporate giants like Facebook historically stifled competitors by revoking API access.
- The resurgence of email newsletters is contrasted with the volatility of social media networks and the resulting alienation of content creators.
Remembering Jon Postel—and the Day He Hijacked the Internet
tay Up Late (New York:
Simon & Schuster , 1999).
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The web started going mainstr eam: “Mosaic Launches an Internet Revolution,” National Science
Foundation, April 8, 2004, new.nsf.gov/ news/ mosaic-launches-internet-revolution .
GO TO NOTE REFERENCE IN TEXT
One organization maintained the official internet directory : “Domain Names and the Network
Information Center ,” SRI International, Sept. 1, 2023, www .sri.com/ hoi/ domain-names-the-network-
information-center/ .
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Enter dom ain name system, or DNS : “Brief History of the Domain Name System,” Berkman Klein
Center for Internet & Society at Harvard University , 2000, cyber .harvard.edu/ icann/
pressingissues2000/ briefingbook/ dnshistory .html .
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Paul Mock apetris, an American computer scientist : Cade Metz, “Why Does the Net Still Work on
Christmas? Paul Mockapetris,” Wired, July 23, 2012, www .wired.com/ 2012/ 07/ paul-mockapetris-
dns/.
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Postel adm inister ed DNS at the University of Southern California : Cade Metz, “Remembering
Jon Postel—and the Day He Hijacked the Internet,” Wired, Oct. 15, 2012, www .wired.com/ 2012/ 10/
joe-postel/ .
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Summed up the significance of his role: “Jonathan B. Postel: 1943–1998,” USC News , Feb. 1,
1999, https://viterbischool.usc.edu/ news/ 2007/ 07/ isi-pioneers-internet-legacy-celebrated-in-
computerworld/ .
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ICANN became independent : Mari a Farrell, “Quietly , Symbolically , US Control of the Internet
Was Just Ended,” Guar dian, Marc h 14, 2016, www .theguardian.com/ technology/ 2016/ mar/ 14/ icann-
internet-control-domain-names-iana .
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Email, namely newsletter writing, is having a renaissance : Molly Fischer , “The Sound of My
Inbox,” Cut, July 7, 2021, www .thecut.com/ 2021/ 07/ email-newsletters-new-literary-style.html .
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Issues between content creators and corporate networks : Sarah Frier , “Musk’ s Volatility Is
Alienating Twitter ’s Top Content Creators ,” Bloomber g, Dec. 18, 2022, www .bloomber g.com/ news/
articles/ 2022-12-19/ musk-s-volatility-is-alienating-twitter -s-top-content-creators .; Taylor Lorenz,
“Inside the Secret Meeting That Chan ged the Fate of Vine Forever ,” Mic, Oct. 29, 2016,
www .mic.com/ articles/ 157977/ inside-the-secret-meeting-that-changed-the-fate-of-vine-forever ;
Krystal Scanlon, “In the Platforms’ Arms Race for Creators, YouTube Shorts Splashes the Cash,”
Digiday , Feb. 1, 2023, www .digiday .com/ marketing/ in-the-platforms-arms-race-for -creators-youtube-
shorts-splashes-the-cash/ .
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Zuckerberg gave the nod to shut down Vine’s access : Adi Robertson, “Mark Zuckerber g
Personally Approved Cutting Off Vine’s Friend-Finding Feature,” Verge, Dec. 5, 2018,
www .thever ge.com/ 2018/ 12/ 5/18127202/ mark-zuckerber g-facebook-vine-friends-api-block-
parliament-documents .; Jane Lytvynenko and Craig Silverman, “The Fake Newsletter: Did Facebook
Help Kill Vine?,” BuzzFeed News, Feb. 20, 2019, www .buzzfeednews.com/ article/ janelytvynenko/
the-fake-newsletter -did-facebook-help-kill-vine .
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Facebook’ s crackdo wns on apps like BranchOut (job hunting) : Gerry Shih, “On Facebook, App
Makers Face a Treacherous Path,” Reuters, March 10, 2013, https://www .reuters.com/ article/
idUSL1N0C314F/ .
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MessageMe (messaging) : Kim- Mai Cutler , “Facebook Brings Dow n the Hammer Again: Cuts Off
MessageMe’ s Access to Its Social Graph,” TechCrunch, Marc h 15, 2013, techcrunch.com/ 2013/ 03/
15/ facebook-messageme/ .
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Path (social networking) : Josh Constine and Mike Butcher , “Facebook Blocks Path’ s ‘Find Friends’
Access Following Spam Controversy ,” TechCrunch, May 4, 2013, techcrunch.com/ 2013/ 05/ 04/ path-
blocked/ .
Walled Gardens and Web Competition
- Facebook leveraged its social graph to systematically cut off access for potential competitors like MessageMe and Voxer.
- Lawsuits allege that Facebook leadership engaged in predatory tactics, such as cloning successful apps like Phhhoto before suppressing them.
- The shift from open protocols like RSS to proprietary 'walled gardens' has centralized power within a small group of tech giants.
- Efforts to build decentralized or open-source alternatives like Diaspora and OpenSocial faced significant barriers to entry against established networks.
- Security failures like the Heartbleed bug and the vulnerabilities of legacy browsers underscore the risks of a consolidated internet infrastructure.
From Inside Walled Gardens, Social Networks Are Suffocating the Internet As We Know It
USL1N0C314F/ .
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MessageMe (messaging) : Kim- Mai Cutler , “Facebook Brings Dow n the Hammer Again: Cuts Off
MessageMe’ s Access to Its Social Graph,” TechCrunch, Marc h 15, 2013, techcrunch.com/ 2013/ 03/
15/ facebook-messageme/ .
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Path (social networking) : Josh Constine and Mike Butcher , “Facebook Blocks Path’ s ‘Find Friends’
Access Following Spam Controversy ,” TechCrunch, May 4, 2013, techcrunch.com/ 2013/ 05/ 04/ path-
blocked/ .
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Phhhoto (GIF makin g): Isobel Asher Hamilto n, “Mark Zuckerber g Downloaded and Used a Photo
App That Facebook Later Cloned and Crushed, Antitrust Lawsuit Claims,” Business Insider , Nov. 5,
2021, www .businessinsider .com/ facebook-antitrust-lawsuit-cloned-crushed-phhhoto-photo-app-
2021-1 1.
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Voxer (voice chat) : Kim-Mai Cutler , “Facebook Brings Down the Hammer Again: Cuts Off
MessageMe’ s Access to Its Social Graph,” TechCrunch, Marc h 15, 2013, techcrunch.com/ 2013/ 03/
15/ facebook-messageme/ .
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When spam became a serious issue in the late 1990s : Justin M. Rao and David H. Reiley , “The
Economics of Spam,” Journal of Economic Perspectives 26, no. 3 (2012): 87–110, pubs.aeaweb.or g/
doi/ pdf/ 10.1257/ jep.26.3.87 ; Gordon V. Cormack , Joshua Goodman, and David Heckerman, “Spam
and the Ongoing Battle for the Inbox,” Communications of the Association for Com puting Machinery
50, no. 2 (2007): 24–33, dl.acm.or g/ doi/ 10.1145/ 1216016.1216017 .
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Notoriously insecur e version of Micr osoft’ s web browser : Emma Bowman, “Internet Explorer , the
Love-to-Hate-It Web Browser , Has Died at 26,” NPR, June 15, 2022, www .npr.org/ 2021/ 05/ 22/
999343673/ internet-explorer -the-love-to-hate-it-web-browser -will-die-next-year .
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Jabber , an open-sou rce instant messaging protocol : Ellis Ham burger, “You Have Too Many Chat
Apps. Can Layer Connect Them?,” Verge, Dec. 4, 2013, www .thever ge.com/ 2013/ 12/ 4/5173726/ you-
have-too-many-chat-apps-can-layer -connect-them .
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OpenSocial…tried to challenge Faceboo k and Twitter : Erick Schonfeld, “OpenSocial Still ‘Not
Open for Business,’ ” TechCrunch, Dec. 6, 2007, techcrunch.com/ 2007/ 12/ 06/ opensocial-still-not-
open-for -business/ .
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Diaspora, a decentralized social netwo rk: Will Oremus, “The Search for the Anti-Facebook,”
Slate, Oct. 28, 2014, slate.com/ technology/ 2014/ 10/ ello-diaspora-and-the-anti-facebook-why-
alternative-social-networks-cant-win.html .
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Google shut down Google Reader: Christina Bonningto n, “Why Google Reader Really Got the
Axe,” Wired, June 6, 2013, www .wired.com/ 2013/ 06/ why-google-reader -got-the-ax/ .
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Consolidation of network power among a few internet giants : Ryan Holmes, “From Inside Walled
Gardens, Social Netw orks Are Suffocating the Internet As We Know It,” Fast Comp any, Aug. 9,
2013, www .fastcompany .com/ 3015418/ from-inside-walled-gardens-social-networks-are-suf focating-
the-internet-as-we-know-it .
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“That little tangerine bubble” : Sinclair Target, “The Rise and Demise of RSS,” Two-Bit History ,
Sept. 16, 2018, twobithistory .org/ 2018/ 09/ 16/ the-rise-and-demise-of-rss.html .
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Its bid to build a social network : Scott Gilbertson, “Slap in the Facebook: It’s Time for Social
Networks to Open Up,” Wired, Aug. 6, 2007, www .wired.com/ 2007/ 08/ open-social-net/ .
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Database of social graphs run by nonp rofit organizations : Brad Fitzpatrick, “Thoughts on the
Social Graph,” bradfitz.com, Aug. 17, 2007, bradfitz.com/ social-graph-problem/ .
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The bug, dubbed Heartbleed : Robert McMillan, “How Heartbleed Broke the Internet—and Why It
Can Happen Again,” Wired, April 1 1, 2014, www .
Origins of the Corporate Web
- The references document the historical transition from open social graphs to the walled gardens of corporate social networks.
- Significant focus is placed on the vulnerability of the internet's foundational protocols, illustrated by the Heartbleed security bug.
- The text highlights the shift in digital philosophy, including the rise of the 'Read/Write Web' and the mainstreaming of broadband internet.
- Comparative financial histories of early tech giants like eBay and Amazon provide context for the era's economic valuation of users.
How Much Are Your Eyeballs Worth? Placing a Value on a Website’ s Customers May Be the Best Way to Judge a Net Stock.
n the Facebook: It’s Time for Social
Networks to Open Up,” Wired, Aug. 6, 2007, www .wired.com/ 2007/ 08/ open-social-net/ .
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Database of social graphs run by nonp rofit organizations : Brad Fitzpatrick, “Thoughts on the
Social Graph,” bradfitz.com, Aug. 17, 2007, bradfitz.com/ social-graph-problem/ .
GO TO NOTE REFERENCE IN TEXT
The bug, dubbed Heartbleed : Robert McMillan, “How Heartbleed Broke the Internet—and Why It
Can Happen Again,” Wired, April 1 1, 2014, www .wired.com/ 2014/ 04/ heartbleedslesson/ .
GO TO NOTE REFERENCE IN TEXT
The nonpr ofit responsible for maintaining the internet protocol : Steve Marquess, “Of Money ,
Responsibility , and Pride,” Speeds and Feeds, April 12, 2014, veridicalsystems.com/ blog/ of-money-
responsibility-and-pride/ .
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Companies that benefit from the proliferation of open-sour ce operating systems : Klint Finley ,
“Linux Took Over the Web. Now , It’s Taking Over the World,” Wired, Aug. 25, 2016,
www .wired.com/ 2016/ 08/ linux-took-web-now-taking-world/ .
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3. Corporate Networks
When I was in colleg e, I remember think ing: Mark Zuck erber g quoted in Mathias Döpfner , “Mark
Zuckerber g Talks about the Future of Facebook, Virtual Reality and Artificial Intelligence,” Business
Insider , Feb. 28, 2016, www .businessinsider .com/ mark-zuckerber g-interview-with-axel-springer -ceo-
mathias-doepfner -2016-2 .
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Apple popularized the idea: Nick Wingfield and Nick Bilton, Apple Shake-Up Could Lead to
Design Shift,” New York Times, Oct. 31, 2012, www .nytimes.com/ 2012/ 11/ 01/ technology/ apple-
shake-up-could-mean-end-to-real-world-images-in-software.html .
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Internet of the 1990s and early 2000s : Lee Rainie and John B. Horrigan, “Gettin g Serious Online:
As Americ ans Gain Experience, They Pursue More Serious Activities,” Pew Research Center:
Internet, Science & Tech, March 3, 2002, www .pewresearch.or g/ internet/ 2002/ 03/ 03/ getting-serious-
online-as-americans-gain-experience-they-pursue-more-serious-activities/ .
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List of greatest engineering achieveme nts of the twentieth century : William A. Wulf, “Great
Achievements and Grand Challenges,” National Academy of Engineering, The Bridge (vol. 30, issue
¾), Sept. 1, 2000, www .nae.edu/ 7461/ GreatAchievementsandGrandChallenges/ .
GO TO NOTE REFERENCE IN TEXT
Amazon’ s share price hit an all-time low: “Market Capitalization of Amazon ,”
CompaniesMarketCap.com, accessed Sept. 1, 2023, companiesmarketcap.com/ amazon/ marketcap/ .
GO TO NOTE REFERENCE IN TEXT
If they would adopt broadband : John B. Horrigan, “Broadband Adoption at Home,” Pew Research
Center: Internet, Science & Tech, May 18, 2003, www .pewresearch.or g/ internet/ 2003/ 05/ 18/
broadband-adoption-at-home/ .
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Richard MacManus put it best: Rich ard MacManus, “The Read/W rite Web,” ReadW riteW eb, April
20, 2003, web.archive.or g/ web/ 201001 11030848/ http:/ www .readwriteweb.com/ archives/
the_readwrite_w .php.
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eBay showed the way : Adam Cohen, The Perfect Stor e: Inside eBay (Boston: Little, Brown, 2022).
GO TO NOTE REFERENCE IN TEXT
Quickly became a stock market darling : Jennifer Sullivan, “Investor Frenzy over eBay IPO,”
Wired, Sept. 24, 1998, www .wired.com/ 1998/ 09/ investor -frenzy-over -ebay-ipo/ .
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The company was more profitable than Amazon : Erick Schonfeld, “How Much Are Your Eyeballs
Worth? Placing a Value on a Website’ s Customers May Be the Best Way to Judge a Net Stock. It’s
Not Perfect, but on the Net, What Is?,” CNN Money , Feb. 21, 2000, money .cnn.com/ magazines/
fortune/ fortune_archive/ 2000/ 02/ 21/ 273860/ index.htm .
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In the mid-2000s, br oadband home internet started going mainstr eam: John H.
Evolution of Tech Ecosystems
- Digital platforms like eBay and Amazon were initially assessed by the valuation of their customers and relative profitability during the early broadband era.
- YouTube illustrates the unpredictable nature of tech pivots, having transitioned from a niche video-dating site to a massive driver of Google's market capitalization.
- Successful social networks often utilize a 'come for the tool, stay for the network' strategy to gain initial traction before building out complex social graphs.
- The history of tech giants like Microsoft and Twitter reveals a recurring pattern of encouraging third-party developers before eventually restricting or acquiring them.
- The 1998 antitrust case against Microsoft served as a foundational legal moment that continues to influence how the Department of Justice views modern tech monopolies.
It’s Not Perfect, but on the Net, What Is?
enzy-over -ebay-ipo/ .
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The company was more profitable than Amazon : Erick Schonfeld, “How Much Are Your Eyeballs
Worth? Placing a Value on a Website’ s Customers May Be the Best Way to Judge a Net Stock. It’s
Not Perfect, but on the Net, What Is?,” CNN Money , Feb. 21, 2000, money .cnn.com/ magazines/
fortune/ fortune_archive/ 2000/ 02/ 21/ 273860/ index.htm .
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In the mid-2000s, br oadband home internet started going mainstr eam: John H. Horrigan, “Home
Broadband Adoption 2006,” Pew Research Center: Internet, Science & Tech, May 28, 2006,
www .pewresearch.or g/ internet/ 2006/ 05/ 28/ home-broadband-adoption-2006/ .
GO TO NOTE REFERENCE IN TEXT
The service started as a video-dating site: Jason Koebler , “10 Years Ago Today , YouTube
Launched as a Dating Website,” Vice, April 23, 2015, www .vice.com/ en/ article/ 78xqjx/ 10-years-ago-
today-youtube-launched-as-a-dating-website .
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A tactic I call “come for the tool, stay for the network” : Chris Dixon, “Come for the Tool, Stay for
the Network,” cdixon.or g, Jan. 31, 2015, cdixon.or g/ 2015/ 01/ 31/ come-for -the-tool-stay-for -the-
network .
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Instagram made it easy to share touched-up photos on existing networks : Avery Hartmans, “The
Rise of Kevin Systrom, Who Founded Instagram 10 Years Ago and Built It into One of the Most
Popular Apps in the World,” Business Insider , Oct. 6, 2020, www .businessinsider .com/ kevin-systrom-
instagram-ceo-life-rise-2018-9 .
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YouTube also faced existential legal challenges : James Montgomery , “YouTube Slapped with First
Copyright Lawsuit for Video Posted Without Permission,” MTV , July 19, 2006, www .mtv.com/ news/
dtyii2/ youtube-slapped-with-first-copyright-lawsuit-for -video-posted-without-permission .
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YouTube contributes more than $160 billion to Google’ s market cap: Doug Anmuth, Dae K. Lee,
and Katy Ansel, “Alphabet Inc.: Updated Sum-of-the-Parts Valuation Suggests Potential Market Cap
of Almost $2T; Reiterate OW & Raising PT to $2,575,” North America Equity Research, J. P.
Morgan, April 19, 2021.
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Micr osoft provided a high-pr ofile demonstration : John Heilemann, “The Truth, the Whole Truth,
and Nothing but the Truth,” Wired, Nov . 1, 2000, www .wired.com/ 2000/ 11/ microsoft-7/ .
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The U.S. Departme nt of Justice accused the company of antitrust violations in 1998 : Adi
Robertson, “How the Antitrust Battles of the ’90s Set the Stage for Today’ s Tech Giants,” Verge,
Sept. 6, 2018, www .thever ge.com/ 2018/ 9/6/ 17827042/ antitrust-1990s-microsoft-google-aol-
monopoly-lawsuits-history .
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Marketing costs for most are rising : Brad Rosenfeld, “How Marketers Are Fighting Rising Ad
Costs,” Forbes, Nov. 14, 2022, www .forbes.com/ sites/ forbescommunicationscouncil/ 2022/ 11/ 14/
how-marketers-are-fighting-rising-ad-costs/ .
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Social networks often encourage the growth of third-party apps at first: Dean Takahashi,
“MySpace Says It Welcomes Social Games to Its Platform,” Ventur eBeat, May 21, 2010,
venturebeat.com/ games/ myspace-says-it-welcomes-social-games-to-its-platform/ ; Miguel Helft,
“The Class That Built Apps, and Fortunes,” New York Times, May 7, 2011, www .nytimes.com/ 2011/
05/ 08/ technology/ 08class.html .
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Rebranded version of Tweetie : Mike Schramm, “Breaking: Twitter Acquires Tweetie, Will Make It
Official and Free,” Engadget, April 9, 2010, www .engadget.com/ 2010-04-09-breaking-twitter -
acquires-tweetie-will-make-it-of ficial-and-fr .html .
GO TO NOTE REFERENCE IN TEXT
Twitter deprecated featur es available to other third-party apps : Mitc hell Clark, “The Third-Party
Apps Twitter Just Killed Made the Site What It Is Today ,” Verge, Jan. 22, 2023, www .thever ge.
The Platform Ecosystem Wars
- Twitter's acquisition of Tweetie and subsequent restriction of third-party apps signaled a shift toward a closed 'walled garden' strategy.
- The evolution of platform APIs led to a sense of betrayal among independent developers whose apps were eventually deprecated or outright killed.
- The symbiotic yet volatile relationship between Facebook and Zynga demonstrates the risks of third-party companies depending on a single platform's revenue stream.
- Major tech companies like Google and Facebook engaged in aggressive competitive tactics to protect their dominance over the social and mobile landscape.
- The shift in policies by major social networks effectively turned once-thriving partner startups into competitors or 'roadkill'.
Twitter’s New Rules of the Road Mean Some Apps Are Roadkill
TO NOTE REFERENCE IN TEXT
Rebranded version of Tweetie : Mike Schramm, “Breaking: Twitter Acquires Tweetie, Will Make It
Official and Free,” Engadget, April 9, 2010, www .engadget.com/ 2010-04-09-breaking-twitter -
acquires-tweetie-will-make-it-of ficial-and-fr .html .
GO TO NOTE REFERENCE IN TEXT
Twitter deprecated featur es available to other third-party apps : Mitc hell Clark, “The Third-Party
Apps Twitter Just Killed Made the Site What It Is Today ,” Verge, Jan. 22, 2023, www .thever ge.com/
2023/ 1/22/ 23564460/ twitter -third-party-apps-history-contributions .
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Developers felt betrayed : Ben Poppe r, “Twitter Follows Facebook Down the Walled Garden Path,”
Verge, July 9, 2012, www .thever ge.com/ 2012/ 7/9/ 3135406/ twitter -api-open-closed-facebook-walled-
garden .
GO TO NOTE REFERENCE IN TEXT
RockY ou (ad network) : Eric Eldon, “Q&A with RockY ou—Three Hit Apps on Facebook, and
Counting,” Ventur eBeat, June 11, 2007, venturebeat.com/ business/ q-a-with-rockyou-three-hit-apps-
on-facebook-and-counting/ .
GO TO NOTE REFERENCE IN TEXT
Slide (soci al app maker) : Clair e Cain Miller , “Google Acquires Slide, Maker of Social Apps,” New
York Times, Aug. 4, 2010, archive.nytimes.com/ bits.blogs.nytimes.com/ 2010/ 08/ 04/ google-acquires-
slide-maker -of-social-apps/ .
GO TO NOTE REFERENCE IN TEXT
StockT wits (stock market tracker) : Ben Popper , “Life After Twitter: StockT wits Builds Out Its
Own Ecos ystem,” Verge, Sept. 18, 2012, www .thever ge.com/ 2012/ 9/18/ 3351412/ life-after -twitter -
stocktwits-builds-out-its-own-ecosystem .
GO TO NOTE REFERENCE IN TEXT
UberMedia (another social app maker) : Mark Milian, “Leading App Maker Said to Be Planning
Twitter Competitor ,” CNN, April 13, 2011, www .cnn.com/ 2011/ TECH/ social.media/ 04/ 13/
ubermedia.twitter/ index.html .
GO TO NOTE REFERENCE IN TEXT
Netflix introduced an API in 2008 : Adam Duvander , “Netflix API Brings Movie Catalog to Your
App,” Wired, Oct. 1, 2008, www .wired.com/ 2008/ 10/ netflix-api-brings-movie-catalog-to-your -app/ .
GO TO NOTE REFERENCE IN TEXT
The company changed its policies : Sarah Mitrof f, “Twitter ’s New Rules of the Road Mean Some
Apps Are Roadkill,” Wired, Sept. 6, 2012, www .wired.com/ 2012/ 09/ twitters-new-rules-of-the-road-
means-some-apps-are-roadkill/ .
GO TO NOTE REFERENCE IN TEXT
Startups depending too much on Twitter : Chris Dixon, “The Inevitable Showdow n Between
Twitter and Twitter Apps,” Business Insider , Sept. 16, 2009, www .businessinsider .com/ the-coming-
showdown-between-twitter -and-twitter -apps-2009-9 .
GO TO NOTE REFERENCE IN TEXT
Google started warning users : Elspeth Reeve, “In War with Facebook, Google Gets Snarky ,”
Atlantic, Nov. 11, 2010, www .theatlantic.com/ technology/ archive/ 2010/ 11/ in-war -with-facebook-
google-gets-snarky/ 339626/ .
GO TO NOTE REFERENCE IN TEXT
Bill Joy, the co-foun der of Sun Micr osystems : Brent Schlender , “Whose Internet Is It, Anyway?”
Fortune, Dec. 1 1, 1995.
GO TO NOTE REFERENCE IN TEXT
Zynga’ s first major breakout game, FarmVille: Dave Thier , “These Games Are So Much Work,”
New Y ork, Dec. 9, 201 1, www .nymag.com/ news/ intelligencer/ zynga-201 1-12/ .
GO TO NOTE REFERENCE IN TEXT
Double-digit percentages of Facebook’ s revenue : Jennifer Booten, “Facebook Served
Disappointing Analy st Note in Wake of Zynga Warning,” Fox Business, March 3, 2016,
www .foxbusiness.com/ features/ facebook-served-disappointing-analyst-note-in-wake-of-zynga-
warning .
GO TO NOTE REFERENCE IN TEXT
Facebook diversified its revenue : Tomio Geran, “Facebook’ s Dependence on Zynga Drops,
Zynga’ s Revenue to Facebook Flat,” Forbes, July 31, 2012, www .forbes.com/ sites/ tomiogeron/ 2012/
07/ 31/ facebooks-dependence-on-zynga-drops-zyngas-revenue-to-facebook-flat/ .
GO TO NOTE REFERENCE IN TEXT
Ripped up its partnership with Zynga : Harrison Weber, “Facebook Kicked Zynga to the Curb,
Publishers Are Next,” Ventur eBeat, June 30, 2016, www .venturebeat.
The Roots of Innovation
- Facebook strategically shifted away from its dependence on Zynga, which was eventually acquired by Take-Two for $12.7 billion.
- Major tech giants like Apple and Alphabet are investing heavily in artificial intelligence and autonomous driving to maintain market dominance.
- Vitalik Buterin notes that blockchain technology offers a distinct approach to automation compared to previous technological cycles.
- The origins of massive platforms like Linux and Google can be traced back to humble beginnings in student projects and enthusiast clubs.
- Industry experts define the adoption of new technologies through two primary paths known as 'inside-out' and 'outside-in'.
Facebook Kicked Zynga to the Curb, Publishers Are Next
-
warning .
GO TO NOTE REFERENCE IN TEXT
Facebook diversified its revenue : Tomio Geran, “Facebook’ s Dependence on Zynga Drops,
Zynga’ s Revenue to Facebook Flat,” Forbes, July 31, 2012, www .forbes.com/ sites/ tomiogeron/ 2012/
07/ 31/ facebooks-dependence-on-zynga-drops-zyngas-revenue-to-facebook-flat/ .
GO TO NOTE REFERENCE IN TEXT
Ripped up its partnership with Zynga : Harrison Weber, “Facebook Kicked Zynga to the Curb,
Publishers Are Next,” Ventur eBeat, June 30, 2016, www .venturebeat.com/ mobile/ facebook-kicked-
zynga-to-the-curb-publishers-are-next/ ; Josh Constine, “Why Zynga Failed,” TechCrunch, Oct. 5,
2012, www .techcrunch.com/ 2012/ 10/ 05/ more-competitors-smarter -gamers-expensive-ads-less-
virality-mobile/ .
GO TO NOTE REFERENCE IN TEXT
Bought it for $12.7 billion : Aisha Malik, “Take-T wo Completes $12.7B Acquisition of Mobile
Games Giant Zynga,” TechCrunch, May 23, 2022, www .techcrunch.com/ 2022/ 05/ 23/ take-two-
completes-acquisition-of-mobile-games-giant-zynga/ .
GO TO NOTE REFERENCE IN TEXT
Five billion internet users : Simon Kemp, “Digital 2022 October Global Statshot Report,”
DataReportal, Oct. 20, 2022, datareportal.com/ reports/ digital-2022-october -global-statshot .
GO TO NOTE REFERENCE IN TEXT
4. Blockchains
Wher eas most technologies tend to automate : Vitalik Buterin quoted in “Genius Gala,” Liberty
Science Center , Feb. 26, 2021, www .lsc.or g/ gala/ vitalik-buterin-1 .
GO TO NOTE REFERENCE IN TEXT
The rate that describes this process is known as Moor e’s law: David Rotman, “We’re not
prepared for the end of Moore’ s Law,” MIT Technology Review , Feb. 24, 2020,
www .technologyreview .com/ 2020/ 02/ 24/ 905789/ were-not-prepared-for -the-end-of-moores-law/ .
GO TO NOTE REFERENCE IN TEXT
Major computing cycles : Chris Dixon, “What’ s Next in Computing?,” Softwar e Is Eating the World,
Feb. 21, 2016, medium.com/ software-is-eating-the-world/ what-s-next-in-computing-e54b870b80cc .
GO TO NOTE REFERENCE IN TEXT
Significant investme nts in these areas: Filip e Espósito, “Apple Bought More AI Companies Than
Anyone Else Between 2016 and 2020,” 9to5Mac, March 25, 2021, 9to5mac.com/ 2021/ 03/ 25/ apple-
bought-more-ai-companies-than-anyone-else-between-2016-and-2020/ ; Tristan Bove, “Big Tech Is
Making Big AI Promises in Earnings Calls as ChatGPT Disrupts the Industry: ‘You’re Going to See a
Lot from Us in the Coming Few Months,’ ” Fortune, Feb. 3, 2023, fortune.com/ 2023/ 02/ 03/ google-
meta-apple-ai-promises-chatgpt-earnings/ ; Lauren Feiner , “Alphabet’ s Self-Drivin g Car Company
Waymo Announces $2.5 Billion Investment Round,” CNBC, June 16, 2021, www .cnbc.com/ 2021/ 06/
16/ alphabets-waymo-raises-2point5-billion-in-new-investment-round.html .
GO TO NOTE REFERENCE IN TEXT
New techn ologies follow one of two paths : Chris Dixon, “Inside-out vs. Outside-in: The Adoption
of New Technologies,” Andreessen Horowitz, Jan. 17, 2020, www .a16z.com/ 2020/ 01/ 17/ inside-out-
vs-outside-in-technology/ ; cdixon.o rg, Jan. 17, 2020, www .cdixon.or g/ 2020/ 01/ 17/ inside-out-vs-
outside-in/ .
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Attending the Homebr ew Computer Club: Lily Rothman, “More Proof That Steve Jobs Was
Always a Business Genius,” Time, March 5, 2015, www .time.com/ 3726660/ steve-jobs-homebrew/ .
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Linus Torvalds as a student : Mich ael Calore, “Aug. 25, 1991: Kid from Helsinki Foments Linux
Revolution,” Wired, Aug. 25, 2009, www .wired.com/ 2009/ 08/ 0825-torvalds-starts-linux/ .
GO TO NOTE REFERENCE IN TEXT
Web-link-cataloging project : John Battelle, “The Birth of Google ,” Wired, Aug. 1, 2005,
www .wired.com/ 2005/ 08/ battelle/ .
GO TO NOTE REFERENCE IN TEXT
Back-end web services to scale : Ron Miller , “How AWS Came to Be,” TechCrunch, July 2, 2016,
techcrunch.com/ 2016/ 07/ 02/ andy-jassys-brief-history-of-the-genesis-of-aws/ .
Foundations of Digital Infrastructure
- The references trace the historical origins of transformative technologies like Linux, Google, and Amazon Web Services.
- Documentation of the first blockchain via Satoshi Nakamoto’s Bitcoin whitepaper establishes the roots of decentralized finance.
- The records include the shift toward environmental sustainability in crypto, specifically focusing on the Ethereum Merge and its energy reduction.
- Energy consumption reports compare the environmental footprint of major tech platforms like Netflix and Google against blockchain networks.
- Foundational concepts in computing are anchored to Alan Turing's 1936 mathematical theories and early IBM hardware milestones.
Aug. 25, 1991: Kid from Helsinki Foments Linux Revolution
“Aug. 25, 1991: Kid from Helsinki Foments Linux
Revolution,” Wired, Aug. 25, 2009, www .wired.com/ 2009/ 08/ 0825-torvalds-starts-linux/ .
GO TO NOTE REFERENCE IN TEXT
Web-link-cataloging project : John Battelle, “The Birth of Google ,” Wired, Aug. 1, 2005,
www .wired.com/ 2005/ 08/ battelle/ .
GO TO NOTE REFERENCE IN TEXT
Back-end web services to scale : Ron Miller , “How AWS Came to Be,” TechCrunch, July 2, 2016,
techcrunch.com/ 2016/ 07/ 02/ andy-jassys-brief-history-of-the-genesis-of-aws/ .
GO TO NOTE REFERENCE IN TEXT
Introduced the world’ s first blockchain : Satoshi Nakamoto, “Bitcoin: A Peer-to-Peer Electronic
Cash System,” Oct. 31, 2008, bitcoin.or g/ bitcoin.pdf .
GO TO NOTE REFERENCE IN TEXT
Computers are an abstraction : Trevor Timpson, “The Vocabularist: What’ s the Root of the Word
Computer?,” BBC, Feb. 2, 2016, www .bbc.com/ news/ blogs-magazine-monitor -35428300 .
GO TO NOTE REFERENCE IN TEXT
Rigor ous foundation in a famous 1936 paper : Alan Turing, “On Computable Numbers, with an
Application to the Entscheidungsproblem,” Proceedings of the London Mathematical Society 42, no.
2 (1937): 230–65, londmathsoc.onlinelibrary .wiley .com/ doi/ 10.1112/ plms/ s2-42.1.230 .
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IBM developed the first one: “IBM VM 50th Anniversary ,” IBM, Aug. 2, 2022, www .vm.ibm.com/
history/ 50th/ index.html .
GO TO NOTE REFERENCE IN TEXT
Blockchains are resilient: Alex Pruden and Sonal Chokshi, “Crypto Glossary: Cryptocurrencies and
Blockchain,” a16z crypto, Nov . 8, 2019, www .a16zcrypto.com/ posts/ article/ crypto-glossary/ .
GO TO NOTE REFERENCE IN TEXT
Made its debut in 2015: Dani el Kuhn, “CoinD esk Turns 10: 2015— Vitalik Buterin and the Birth of
Ethereum,” CoinDesk, June 2, 2023, www .coindesk.com/ consensus-magazine/ 2023/ 06/ 02/ coindesk-
turns-10-2015-vitalik-buterin-and-the-birth-of-ethereum/ .
GO TO NOTE REFERENCE IN TEXT
Less energ y-intensive systems : Gian M. Volpicelli, “Ethereum’ s ‘Mer ge’ Is a Big Deal for Crypto—
and the Planet,” Wired, Aug. 18, 2022, www .wired.com/ story/ ethereum-mer ge-big-deal-crypto-
environment/ .
GO TO NOTE REFERENCE IN TEXT
Annualized energy consumption (TWh) comparison to PoS Ether eum: “Ethereum Energy
Consumption,” Ethereum.or g, accessed Sept. 23, 2023, ethereum.or g/ en/ energy-consumption/ ;
Geor ge Kamiya and Oskar Kvarnström, “Data Centres and Energy—From Global Headlines to Local
Headaches?” International Energy Agenc y, Dec. 20, 2019, iea.or g/ commentaries/ data-centres-and-
energy-from-global-headlines-to-local-headaches ; “Cambridge Bitcoin Energy Consumptio n Index:
Comparisons,” Cambridge Centre for Alternative Finance, accessed July 2023, ccaf.io/ cbnsi/ cbeci/
comparisons ; Evan Mills et al., “Toward Greener Gaming: Estimating National Energy Use and
Energy Efficiency Potential,” The Computer Games Journal, vol. 8(2), Dec. 1, 2019,
researchgate.net/ publication/
336909520_T oward_Greener_Gaming_Estimating_National_Ener gy_Use_and_Ener gy_Ef ficiency_P
otential ; “Cambridge Blockchain Network Sustain ability Index: Ethereum Network Power Demand,”
Cambridge Centre for Alternative Finance, accessed July 2023, ccaf.io/ cbnsi/ ethereum/ 1; “Google
Environmental Repor t 2022,” Google, June 2022, gstatic.com/ gumdrop/ sustainability /google-2022-
environmental-report.pdf ; “Netflix Environmental Social Governance Report 2021,” Netflix, March
2022, assets.ctfassets.net/ 4cd45et68cgf/ 7B2bKCqkXDfHLadrjrNWD8/
e44583e5b288bdf61e8bf3d7f8562884/
2021_US_EN_Netflix_EnvironmentalSocialGovernanceReport-2021_Final.pdf ; “PayPal Inc.
Holdings—Climate Change 2022,” Carbon Disclosure Project, May 2023, s202.q4cdn.com/
805890769/ files/ doc_downloads/ global-impact/ CDP_Climate_Change_PayPal-(1).pdf ; “An Update
on Environ mental, Social, and Governance (ESG) at Airbnb,” Airbnb, Dec. 2021, s26.q4cdn.com/
656283129/ files/ doc_downloads/ governance_doc_updated/ Airbnb-ESG-Factsheet-(Final).
Crypto Security and Sustainability
- Tech giants and financial institutions are now standardizing ESG reports to disclose the carbon footprints and energy requirements of digital platforms.
- The dismantling of the web’s largest illicit sites has proven that blockchain transactions are often more traceable than users anticipate.
- Advanced cryptographic tools like zero-knowledge proofs are being proposed to satisfy both the demand for user privacy and the requirements of law.
- Decentralized networks continue to face existential threats from 51 percent attacks, which have repeatedly targeted various cryptocurrencies.
- Gaming ecosystems have pioneered a multi-billion dollar economy for virtual goods, highlighting the commercial potential of tokenized assets.
Inside the Bitcoin Bust That Took Down the Web’s Biggest Child Abuse Site
qkXDfHLadrjrNWD8/
e44583e5b288bdf61e8bf3d7f8562884/
2021_US_EN_Netflix_EnvironmentalSocialGovernanceReport-2021_Final.pdf ; “PayPal Inc.
Holdings—Climate Change 2022,” Carbon Disclosure Project, May 2023, s202.q4cdn.com/
805890769/ files/ doc_downloads/ global-impact/ CDP_Climate_Change_PayPal-(1).pdf ; “An Update
on Environ mental, Social, and Governance (ESG) at Airbnb,” Airbnb, Dec. 2021, s26.q4cdn.com/
656283129/ files/ doc_downloads/ governance_doc_updated/ Airbnb-ESG-Factsheet-(Final).pdf ; “The
Merge—Implications on the Electricity Consumption and Carbon Footprint of the Ethereum
Network,” Crypto Carbon Ratings Institute, accessed Sept. 2022, carbon-ratings.com/ eth-report-
2022 ; Rachel Rybarczyk et al., “On Bitcoin’ s Energy Consumption: A Quantitative Approach to a
Subjective Question,” Galaxy Digital Mining, May 2021, docsend.com/ view/ adwmdeeyfvqwecj2 .
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Straightforward for law enfor cement : Andy Greenber g, “Inside the Bitcoin Bust That Took Down
the Web’s Biggest Child Abuse Site,” Wired, April 7, 2022, www .wired.com/ story/ tracers-in-the-
dark-welcome-to-video-crypto-anonymity-myth/ .
GO TO NOTE REFERENCE IN TEXT
Innovations like “zero knowledge proofs”: Lily Hay Newman, “Hacker Lexicon: What Are Zero-
Knowledge Proofs?,” Wired, Sept. 14, 2019, www .wired.com/ story/ zero-knowledge-proofs/ ; Elena
Burger et al., “Zero Knowledge Canon, part 1 & 2,” a16z crypto, Sept. 16, 2022,
www .a16zcrypto.com/ posts/ article/ zero-knowledge-canon/ .
GO TO NOTE REFERENCE IN TEXT
That can mitigate the risk of illegal activities : Joseph Burlseon et al., “Privacy-Protecting
Regulatory Solutions Using Zero-Knowledge Proofs: Full Paper ,” a16z crypto, Nov. 16, 2022,
a16zcrypto.com/ posts/ article/ privacy-protecting-regulatory-solutions-using-zero-knowledge-proofs-
full-paper/ ; Shlomit Azgad-T romer et al., “We Can Finally Reconcile Privacy and Compliance in
Crypto. Here Are the New Technologies That Will Protect User Data and Stop Illici t Transactions,”
Fortune, Oct. 28, 2022, fortune.com/ 2022/ 10/ 28/ finally-reconcile-privacy-compliance-crypto-new-
technology-celsius-user -data-leak-illicit-transactions-crypto-tromer -ramaswamy/ .
GO TO NOTE REFERENCE IN TEXT
Mathematical breakthrough from the 1970s : Steven Levy , “The Open Secret,” Wired, April 1,
1999, www .wired.com/ 1999/ 04/ crypto/ .
GO TO NOTE REFERENCE IN TEXT
Keep your private data private : Vitalik Buterin, “Visions, Part 1: The Value of Blockchain
Technology ,” Ethereum Foundation Blog , April 13, 2015, blog.ethereum.or g/ 2015/ 04/ 13/ visions-
part-1-the-value-of-blockchain-technology .
GO TO NOTE REFERENCE IN TEXT
Attacks are known as 51 percent attacks : Osato Avan-Nomayo , “Bitcoin SV Rock ed by Three
51% Attack s in as Many Months,” CoinT elegraph, Aug. 7, 2021, cointelegraph.com/ news/ bitcoin-sv-
rocked-by-three-51-attacks-in-as-many-months ; Osato Avan-Nomayo, “Privacy-Focused Firo
Cryptocurrency Suffers 51% Attack,” CoinT elegraph, Jan. 20, 2021, cointelegraph.com/ news/
privacy-focused-firo-cryptocurrency-suf fers-51-attack .
GO TO NOTE REFERENCE IN TEXT
As it has done to nearly three hundr ed products to date: Killed by Google, accessed Sept. 1,
2023, killedbygoogle.com/ .
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5. Tokens
Technologies that change society : César Hidalgo quoted in Denise Fung Cheng, “Reading Between
the Lines: Blueprints for a Worker Supp ort Infrastructure in the Emer ging Peer Economy ,” MIT
master of science thesis, June 2014, wiki.p2pfoundation.net/
Worker_Support_Infrastructure_in_the_Emer ging_Peer_Economy .
GO TO NOTE REFERENCE IN TEXT
Billions of dollars per year selling virtual goods : Field Leve l Media, “Report: League of Legends
Produced $1.75 Billion in Revenue in 2020,” Reuters, Jan. 11, 2021, www .reuters.com/ article/
esports-lol-revenue-idUSFLM2vzDZL .; Jay Peters, “Epic Is Going to Give 40 Percent of Fortnite’ s
Net Revenues Back to Creators,” Verge, Marc h 22, 2023, www .thever ge.
Ownership in the Digital Economy
- The digital economy generates billions in revenue through virtual goods, creating a massive marketplace for both game developers and independent creators.
- Corporate platforms exercise absolute control over digital identities, often seizing long-held usernames or deactivating accounts with little recourse for users.
- The rise of programmable money includes stablecoins, central bank digital currencies like China's digital renminbi, and fiat-backed assets like USDC.
- Market volatility is underscored by high-profile collapses such as the Terra crash, which devastated parts of the crypto ecosystem in 2022.
- Luxury brands and renowned artists are increasingly using NFTs to define ownership for digital artworks and high-end collectibles like jewelry and sneakers.
Twitter Commandeers @X Username from Man Who Had It Since 2007
esis, June 2014, wiki.p2pfoundation.net/
Worker_Support_Infrastructure_in_the_Emer ging_Peer_Economy .
GO TO NOTE REFERENCE IN TEXT
Billions of dollars per year selling virtual goods : Field Leve l Media, “Report: League of Legends
Produced $1.75 Billion in Revenue in 2020,” Reuters, Jan. 11, 2021, www .reuters.com/ article/
esports-lol-revenue-idUSFLM2vzDZL .; Jay Peters, “Epic Is Going to Give 40 Percent of Fortnite’ s
Net Revenues Back to Creators,” Verge, Marc h 22, 2023, www .thever ge.com/ 2023/ 3/22/ 23645633/
fortnite-creator -economy-2-0-epic-games-editor -state-of-unreal-2023-gdc .
GO TO NOTE REFERENCE IN TEXT
Revoked the Instagr am handle of an artist : Maddison Connaughton, “Her Instagram Handle Was
‘Metaverse.’ Last Month, It Vanished,” New York Times, Dec. 13, 2021, www .nytimes.com/ 2021/ 12/
13/ technology/ instagram-handle-metaverse.html .
GO TO NOTE REFERENCE IN TEXT
When Twitter rebra nded itself X in 2023 : Jon Brodkin, “Twitter Commandeers @X Username
from Man Who Had It Since 2007,” Ars Technica, July 26, 2023, arstechnica.com/ tech-policy/ 2023/
07/ twitter -took-x-handle-from-longtime-user -and-only-of fered-him-some-merch/ .
GO TO NOTE REFERENCE IN TEXT
Suspended by corporate networks : Veronica Irwin, “Facebook Account Randomly Deactivated?
You’re Not Alone,” Protocol, April 1, 2022, www .protocol.com/ bulletins/ facebook-account-
deactivated-glitch ; Rachael Myrow , “Facebook Deleted Your Account? Good Luck Retrieving Your
Data,” KQED, Dec. 21, 2020, www .kqed.or g/news /11851695/facebook-deleted-your -account-good-
luck-retrieving-your -data .
GO TO NOTE REFERENCE IN TEXT
That comes in two overar ching types : Anshika Bhalla, “A Quick Guide to Fungible vs. Non-
fungible Tokens,” Blockchain Council, Dec. 9, 2022, www .blockchain-council.or g/ blockchain/ a-
quick-guide-to-fungible-vs-non-fungible-tokens/ .
GO TO NOTE REFERENCE IN TEXT
People call currency -pegged tokens : Garth Baughman et al., “The Stable in Stablecoins,” Federal
Reserve FEDS Notes, Dec. 16, 2022, www .federalreserve.gov/ econres/ notes/ feds-notes/ the-stable-in-
stablecoins-20221216.html .
GO TO NOTE REFERENCE IN TEXT
U.S. Cong ressman Ritchie Torres (D-NY)…has argued : “Are Democrats Against Crypto? Rep.
Ritchie Torres Answers,” Bankless, May 11, 2023, video, www .youtube.com/ watch?
v=ZbUHWwrplxE&ab_channel=Bankless .
GO TO NOTE REFERENCE IN TEXT
People’ s Bank of China mints a digital renminbi : Amit oj Singh, “China Includes Digital Yuan in
Cash Circulation Data for First Time,” CoinDesk, Jan. 11, 2023, www .coindesk.com/ policy/ 2023/ 01/
11/ china-includes-digital-yuan-in-cash-circulation-data-for -first-time/ .
GO TO NOTE REFERENCE IN TEXT
USD Coin (USDC) is a popular fiat-ba cked stablecoin : Brian Armstrong and Jeremy Allaire,
“Ushering in the Next Chapter for USDC,” Coinbase, Aug. 21, 2023, www .coinbase.com/ blog/
ushering-in-the-next-chapter -for-usdc .
GO TO NOTE REFERENCE IN TEXT
Terra, an infamous bust that crashed in 2022: Lawrence Wintermeyer , “From Hero to Zero: How
Terra Was Toppled in Crypto’ s Darkest Hour ,” Forbes, May 25, 2022, www .forbes.com/ sites/
lawrencewintermeyer/ 2022/ 05/ 25/ from-hero-to-zero-how-terra-was-toppled-in-cryptos-darkest-
hour/ .
GO TO NOTE REFERENCE IN TEXT
Tiffany & Co. and Louis Vuitton created NFT s: Eileen Cartter , “Tiffany & Co. Is Making a Very
Tangible Entrance into the World of NFTs,” GQ, Aug. 1, 2022, www .gq.com/ story/ tiffany-and-co-
cryptopunks-nft-jewelry-collaboration .
GO TO NOTE REFERENCE IN TEXT
Collection wher e the NFT s represent digital artworks : Paul Dylan-Ennis, “Damien Hirst’ s ‘The
Currency’: What We’ll Discover When This NFT Art Project Is Over ,” Conversation, July 19, 2021,
theconversation.com/ damien-hirsts-the-currency-what-well-discover -when-this-nft-art-project-is-
over-164724 .
GO TO NOTE REFERENCE IN TEXT
NFT s that represent digital sneakers : Andrew Hayward, “Nike Launches .
Innovation and Ownership Evolution
- The text lists various sources examining how NFTs are redefining concepts of digital ownership in sectors like jewelry, sneakers, and fine art.
- A distinction is drawn between the perceived ownership of digital content on platforms like iTunes and the actual investment behaviors of physical homeowners.
- The theory of disruptive innovation is cited to explain why dominant market incumbents frequently fail to recognize the potential of new technologies.
- Historical examples such as Western Union and Digital Equipment Corporation illustrate a pattern of industry leaders missing transformative shifts like the telephone and mobile computing.
- The contemporary landscape of disruption is highlighted through massive investments in AI and critical assessments of how experts occasionally misjudge major products like the iPhone.
“The Next Big Thing Will Start out Looking Like a Toy,”
story/ tiffany-and-co-
cryptopunks-nft-jewelry-collaboration .
GO TO NOTE REFERENCE IN TEXT
Collection wher e the NFT s represent digital artworks : Paul Dylan-Ennis, “Damien Hirst’ s ‘The
Currency’: What We’ll Discover When This NFT Art Project Is Over ,” Conversation, July 19, 2021,
theconversation.com/ damien-hirsts-the-currency-what-well-discover -when-this-nft-art-project-is-
over-164724 .
GO TO NOTE REFERENCE IN TEXT
NFT s that represent digital sneakers : Andrew Hayward, “Nike Launches .Swoosh Web3 Platform,
with Polygon NFTs Due in 2023,” Decrypt, Nov. 14, 2022, decrypt.co/ 114494/ nike-swoosh-web3-
platform-polygon-nfts .
GO TO NOTE REFERENCE IN TEXT
“Chat group with a bank account” : Max Read, “Why Your Group Chat Could Be Worth Millions,”
New Y ork, Oct. 24, 2021, nymag.com/ intelligencer/ 2021/ 10/ whats-a-dao-why-your -group-chat-could-
be-worth-millions.html .
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That movie you bought from Apple’ s iTunes store: Geof frey Morrison, “You Don’ t Really Own
the Digital Movies You Buy,” Wirecutter , New York Times, Aug. 4, 2021, www .nytimes.com/
wirecutter/ blog/ you-dont-own-your -digital-movies/ .
GO TO NOTE REFERENCE IN TEXT
Homeowners are known to invest : John Harding, Thomas J. Miceli, and C. F. Sirmans, “Do
Owners Take Better Care of Their Housing Than Renters?,” Real Estate Economics 28, no. 4 (2000):
663–81; “Social Benefits of Homeownership and Stable Housing,” National Associa tion of Realtors,
April 2012, www .nar.realtor/ sites/ default/ files/ migration_files/ social-benefits-of-stable-housing-
2012-04.pdf .
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How often tech giants miss major new trends : Alison Beard, “Can Big Tech Be Disrupted? A
Conversation with Columbia Business School Professor Jonathan Knee,” Harvar d Business Review ,
Jan.–Feb. 2022, hbr.org/ 2022/ 01/ can-big-tech-be-disrupted .
GO TO NOTE REFERENCE IN TEXT
The reason incumbents whiff : Chris Dixon, “The Next Big Thing Will Start out Looking Like a
Toy,” cdixon.or g, Jan. 3, 2010, www .cdixon.or g/ 2010/ 01/ 03/ the-next-big-thing-will-start-out-
looking-like-a-toy .
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This is one of the main insights of the late business academic : Clayton Christensen , “Disruptive
Innovation,” claytonchristensen.com , Oct. 23, 2012, claytonchristensen.com/ key-concepts/ .
GO TO NOTE REFERENCE IN TEXT
The leadin g telco of the time, Western Union : “The Telephone Patent Follies: How the Invention
of the Phone was Bell’s and not Gray’ s, or…,” The Telecommunications History Group, Feb. 22,
2018, https://www .telcomhistory .org/ resources/ online-exhibits/ science-of-phones/ the-telephone-
patent-follies/ .
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The same thing happened a century later : Brenda Barron, “The Tragic Tale of DEC. The
Computing Giant That Died Too Soon,” Digital.com, June 15, 2023, digital.com/ digital-equipment-
corporation/ ; Joshua Hyatt, “The Business That Time Forgot: Data General Is Gone. But Does That
Make Its Founder a Failure?” Forbes, April 1, 2023, money .cnn.com/ magazines/ fsb/ fsb_archive/
2003/ 04/ 01/ 341000/ .
GO TO NOTE REFERENCE IN TEXT
Missed out on smartphones : Charles Arthur , “How the Smartphone Is Killing the PC,” Guar dian,
June 5, 201 1, www .theguardian.com/ technology/ 2011/ jun/ 05/ smartphones-killing-pc .
GO TO NOTE REFERENCE IN TEXT
OpenAI has reporte dly raised $13 billion : Jordan Novet, “Microsoft’ s $13 Billion Bet on OpenAI
Carries Huge Potenti al Along with Plenty of Uncertainty ,” CNBC, April 8, 2023, www .cnbc.com/
2023/ 04/ 08/ microsofts-complex-bet-on-openai-brings-potential-and-uncertainty .html .
GO TO NOTE REFERENCE IN TEXT
He famously misr ead the iPhone : Ben Thompson, “What Clayton Christensen Got Wrong,”
Stratechery , Sept. 22, 2013, stratechery .com/ 2013/ clayton-christensen-got-wrong/ .
Evolution of Digital Ecosystems
- The text references significant financial maneuvers in AI, specifically Microsoft's thirteen-billion-dollar investment in OpenAI and the associated market uncertainty.
- It tracks the transition of software from proprietary licensing models to community-driven initiatives like Linux and the accidental revolution of open-source development.
- Gaming history is highlighted through the success of user-generated content, where mods for games like Doom and the Steam Workshop led to standalone titles like League of Legends.
- The documentation contrasts the pragmatic 'Open Source' label with the more radical, fringe political origins of the 'Free Software' movement championed by Richard Stallman.
- The citations illustrate how the internet shifted from a spirit of interoperability toward a mobile-centric landscape dominated by closed apps and social media platforms.
Open source began as a radical idea.
ERENCE IN TEXT
OpenAI has reporte dly raised $13 billion : Jordan Novet, “Microsoft’ s $13 Billion Bet on OpenAI
Carries Huge Potenti al Along with Plenty of Uncertainty ,” CNBC, April 8, 2023, www .cnbc.com/
2023/ 04/ 08/ microsofts-complex-bet-on-openai-brings-potential-and-uncertainty .html .
GO TO NOTE REFERENCE IN TEXT
He famously misr ead the iPhone : Ben Thompson, “What Clayton Christensen Got Wrong,”
Stratechery , Sept. 22, 2013, stratechery .com/ 2013/ clayton-christensen-got-wrong/ .
GO TO NOTE REFERENCE IN TEXT
Shut down its related digital wallet product : Olga Kharif, “Meta to Shut Down Novi Service in
September in Crypto Winter,” Bloomber g, July 1, 2022, www .bloomber g.com/ news/ articles/ 2022-07-
01/ meta-to-shut-down-novi-service-in-september -in-crypto-winter#xj4y7vzkg .
GO TO NOTE REFERENCE IN TEXT
6. Blockchain Networks
Cities have the capability of providing something for everybody : Jane Jacob s, The Death and Life
of Gr eat American Cities (New York, N.Y .: Random House, 1961).
GO TO NOTE REFERENCE IN TEXT
7. Community-Created Software
Think Zen: Linu s Torvalds, Just for Fun: The Story of an Accidental Revolutionary (New York:
Harper , 2001).
GO TO NOTE REFERENCE IN TEXT
A contrar ian idea: David Bunnell, “The Man Behind the Machine?,” PC Magaz ine, Feb.–Mar ch
1982, www .pcmag.com/ news/ heres-what-bill-gates-told-pcmag-about-the-ibm-pc-in-1982 .
GO TO NOTE REFERENCE IN TEXT
IBM agreed to license Micr osoft’ s early crown jewel : Dyla n Love, “A Quick Look at the 30-Y ear
History of MS DOS,” Business Insider , July 27, 2011, www .businessinsider .com/ history-of-dos-
2011-7; Jeffrey Young, “Gary Kildall: The DOS That Wasn’t,” Forbes, July 7, 1997,
www .forbes.com/ forbes/ 1997/ 0707/ 6001336a.html?sh=16952ca9140e .
GO TO NOTE REFERENCE IN TEXT
Described the situation in his 1998 blog post: Tim O’Reilly , “Freeware: The Heart & Soul of the
Internet,” O’Reilly , March 1, 1998, www .oreilly .com/ pub/ a/tim/ articles/ freeware_0398.html .
GO TO NOTE REFERENCE IN TEXT
Spirit of inter operab ility: Alexis C. Madrigal, “The Weird Thing About Today’ s Internet,” Atlantic,
May 16, 2017, www .theatlantic.com/ technology/ archive/ 2017/ 05/ a-very-brief-history-of-the-last-10-
years-in-technology/ 526767/ .
GO TO NOTE REFERENCE IN TEXT
The rise of smartphones : “Smart Device Users Spend as Much Time on Facebook as on the Mobile
Web,” Marketing Charts, April 5, 2013, www .marketingcharts.com/ industries/ media-and-
entertainment-28422 .
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Perhaps the most famous example : Paul C. Schuytema, “The Lighter Side of Doom,” Computer
Gaming W orld, Aug. 1994, 140, www .cgwmuseum.or g/ galleries/ issues/ cgw_121.pdf .
GO TO NOTE REFERENCE IN TEXT
The popular PC game store Steam : Alde n Kroll, “Introducing New Ways to Support Workshop
Creators,” Steam, April 23, 2015, steamcommunity .com/ games/ SteamW orkshop/ announcements/
detail/ 208632365237576574 .
GO TO NOTE REFERENCE IN TEXT
Mods of other games : Brian Crecente, “League of Legends Is Now 10 Years Old. This Is the Story
of Its Birth,” Washington Post, Oct. 27, 2019, www .washingtonpost.com/ video-games/ 2019/ 10/ 27/
league-legends-is-now-years-old-this-is-story-its-birth/ ; Joakim Hennings on, “The History of
Counter -strike,” Red Bull, June 8, 2020, www .redbull.com/ se-en/ history-of-counterstrike .
GO TO NOTE REFERENCE IN TEXT
Open source began as a radical idea: “History of the OSI,” Open Source Initia tive, last modified
Oct. 2018, opensource.or g/ history/ .
GO TO NOTE REFERENCE IN TEXT
Part of a fringe political movement : Richard Stallman, “Why Open Source Misses the Point of
Free Software,” GNU Operating System, last modified Feb. 3, 2022, www .gnu.or g/ philosophy/ open-
source-misses-the-point.en.html ; Steve Lohr , “Code Name: Mainstream,” New York Times, Aug. 28,
2000, archive.nytimes.com/ www .nytimes.com/ library/ tech/ 00/ 08/ biztech/ articles/ 28code.html .
Disruption and Platform Economics
- Open source software has evolved from a fringe movement into a mainstream industry standard, evidenced by the corporate success of platforms like GitHub.
- The strategy of disrupting high-margin businesses allowed companies like Amazon and Craigslist to overtake traditional newspapers and retailers.
- Major tech platforms including Google and Facebook have consolidated the global advertising market, capturing significant revenue from traditional media.
- Emerging creator economies on TikTok and Twitter face challenges regarding revenue sharing and the competition for limited platform resources.
- Apple exerts significant influence over the digital marketplace through its extraordinary pricing power and institutional control.
It forces people to fight over limited resour ces
,” Open Source Initia tive, last modified
Oct. 2018, opensource.or g/ history/ .
GO TO NOTE REFERENCE IN TEXT
Part of a fringe political movement : Richard Stallman, “Why Open Source Misses the Point of
Free Software,” GNU Operating System, last modified Feb. 3, 2022, www .gnu.or g/ philosophy/ open-
source-misses-the-point.en.html ; Steve Lohr , “Code Name: Mainstream,” New York Times, Aug. 28,
2000, archive.nytimes.com/ www .nytimes.com/ library/ tech/ 00/ 08/ biztech/ articles/ 28code.html .
GO TO NOTE REFERENCE IN TEXT
Proof of open source’s mainstr eam arrival : Frede ric Lardinois, “Four Years After Being Acquired
by Microsoft, GitHub Keeps Doing Its Thing,” TechCrunch, Oct. 26, 2022, www .techcrunch.com/
2022/ 10/ 26/ four-years-after -being-acquired-by-microsoft-github-keeps-doing-its-thing/ .
GO TO NOTE REFERENCE IN TEXT
Albert Einstein once purportedly said: James Forson, “The Eighth Wonder of the World—
Compounding Interest,” Regenesys Business School, April 13, 2022, www .regenesys.net/ reginsights/
the-eighth-wonder -of-the-world-compounding-interest/ .
GO TO NOTE REFERENCE IN TEXT
He probably didn’t : “Compound Interest Is Man’ s Greatest Invention,” Quote Investigator , Oct. 31,
2011, quoteinvestigator .com/ 2011/ 10/ 31/ compound-interest/ .
GO TO NOTE REFERENCE IN TEXT
Eric Raymond contrasts two models of softwar e development : Eric Raymond, The Cathedral and
the Bazaar : Musings on Linux and Open Source by an Accidental Revolutionary (Sebastopol, Calif.:
O’Reilly Media, 1999) .
GO TO NOTE REFERENCE IN TEXT
8. Take Rates
Your marg in is my opportunity : Adam Lashinsky , “Amazon’ s Jeff Bezos: The Ultimate Disrupter ,”
Fortune, Nov . 16, 2012, fortune.com/ 2012/ 11/ 16/ amazons-jef f-bezos-the-ultimate-disrupter/ .
GO TO NOTE REFERENCE IN TEXT
Craigslist absorbed newspaper classifieds businesses : Alicia Shepard, “Craig Newmark and
Craigslist Didn’ t Destroy Newspapers, They Outsmarted Them,” USA Today , June 17, 2018,
www .usatoday .com/ story/ opinion/ 2018/ 06/ 18/ craig-newmark-craigslist-didnt-kill-newspapers-
outsmarted-them-column/ 702590002/ .
GO TO NOTE REFERENCE IN TEXT
Google and Facebook swallowed advertising-based media : Julia Kollewe, “Google and Facebook
Bring in One-Fifth of Global Ad Revenue,” Guar dian, May 1, 2017, www .theguardian.com/ media/
2017/ may/ 02/ google-and-facebook-bring-in-one-fifth-of-global-ad-revenue .
GO TO NOTE REFERENCE IN TEXT
TripAdvisor and Airbnb tackled the travel industry : Linda Kinstler , “How TripAdvisor Changed
Travel,” Guar dian, Aug. 17, 2018, www .theguardian.com/ news/ 2018/ aug/ 17/ how-tripadvisor -
changed-travel .
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It has stuck to it ever since : Peter Kafka, “Facebook Wants Creators, but YouTube Is Paying
Creators Much, Much More,” Vox, July 15, 2021, www .vox.com/ recode/ 22577734/ facebook-1-
billion-youtube-creators-zuckerber g-mr -beast .
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These netw orks have all recently created cash-based programs : Matt Bind er, “Musk Says Twitter
Will Share Ad Revenue with Creators…Who Give Him Money First,” Mashable, Feb. 3, 2023,
mashable.com/ article/ twitter -ad-revenue-share-creators .
GO TO NOTE REFERENCE IN TEXT
Time-bound “creator funds” : Zach Vallese, “In the Three-way Battle Between YouTube, Reels and
Tiktok, Creators Aren’ t Counting on a Big Payday ,” CNBC, February 27, 2023, www .cnbc.com/
2023/ 02/ 27/ in-youtube-tiktok-reels-battle-creators-dont-expect-a-big-payday .html .
GO TO NOTE REFERENCE IN TEXT
It forces people to fight over limited resour ces: Hank Green, “So…T ikTok Sucks,” hankschannel,
Jan. 20, 2022, video, www .youtube.com/ watch?v=jAZapFzpP64&ab_channel=hankschannel .
GO TO NOTE REFERENCE IN TEXT
Apple has extraordinary pricing power : “Five Fast Facts,” Time to Play Fair, Oct. 25, 2022,
timetoplayfair .com/ facts/ .
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Apple exercises this power : Geof frey A.
Platform Power and Profit Extraction
- Large technology platforms exert significant pricing power and impose restrictive rules that limit how developers and users interact with digital ecosystems.
- Major lawsuits, such as those involving Epic Games and UK app developers, challenge the high commission fees and monopolistic practices of major app stores.
- E-commerce platforms like Amazon increasingly rely on sponsored search results and additional advertising fees, fundamentally changing the economics for independent sellers.
- Tech giants like Meta maintain massive gross margins, often exceeding 70 percent, by dominating digital advertising and social media markets.
- The move toward blockchain and decentralized networks seeks to lower the 'take rates' of intermediaries, though critics question their true independence and structural efficiency.
It forces people to fight over limited resources
ube-tiktok-reels-battle-creators-dont-expect-a-big-payday .html .
GO TO NOTE REFERENCE IN TEXT
It forces people to fight over limited resour ces: Hank Green, “So…T ikTok Sucks,” hankschannel,
Jan. 20, 2022, video, www .youtube.com/ watch?v=jAZapFzpP64&ab_channel=hankschannel .
GO TO NOTE REFERENCE IN TEXT
Apple has extraordinary pricing power : “Five Fast Facts,” Time to Play Fair, Oct. 25, 2022,
timetoplayfair .com/ facts/ .
GO TO NOTE REFERENCE IN TEXT
Apple exercises this power : Geof frey A. Fowler , “iTrapped: All the Things Apple Won’t Let You Do
with Your iPhone,” Washington Post, May 27, 2021, www .washingtonpost.com/ technology/ 2021/ 05/
27/ apple-iphone-monopoly/ .
GO TO NOTE REFERENCE IN TEXT
Ever try to subscribe to Spotify : “Why Can’ t I Get Premium in the App?,” Spotify ,
support.spotify .com/ us/ article/ why-cant-i-get-premium-in-the-app/ .
GO TO NOTE REFERENCE IN TEXT
Or buy an Amazon Kindle book : “Buy Books for Your Kindle App,” Help & Customer Service,
Amazon, www .amazon.com/ gp/ help/ customer/ display .html?nodeId=GDZF9S2BR W5NWJCW .
GO TO NOTE REFERENCE IN TEXT
Some companies would rather go to war: Epic Games Inc. v. Apple Inc., U.S. District Court for the
Northern District of California, Sept. 10, 2021; Bobby Allyn, “What the Ruling in the Epic Games v.
Apple Lawsuit Means for iPhone Users,” All Things Consider ed, NPR , Sept. 10, 2021, www .npr.org/
2021/ 09/ 10/ 1036043886/ apple-fortnite-epic-games-ruling-explained .
GO TO NOTE REFERENCE IN TEXT
Banded together to sue Apple : Foo Yun Chee, “Apple Faces $1 Billio n UK Lawsuit by App
Developers over App Store Fees,” Reuters, July 24, 2023, www .reuters.com/ technology/ apple-faces-
1-bln-uk-lawsuit-by-apps-developers-over -app-store-fees-2023-07-24/ .
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eBay (mostly secondhand goods) : “Understanding Selling Fees,” eBay , accessed Sept. 1, 2023,
www .ebay .com/ sellercenter/ selling/ seller -fees .
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Etsy (hand made item s): “Fees & Payments Policy ,” Etsy, accessed Sept. 1, 2023, www .etsy.com/
legal/ fees/ .
GO TO NOTE REFERENCE IN TEXT
StockX (sneakers) : Sam Aprile, “How to Lower Seller Fees on StockX,” StockX, Aug. 25, 2021,
stockx.com/ news/ how-to-lower -seller -fees-on-stockx/ .
GO TO NOTE REFERENCE IN TEXT
Yields an ever-incr easing number of sponsored results: Jefferson Graham, “There’ s a Reason So
Many Ama zon Search es Show You Spons ored Ads,” USA Today , Nov. 9, 2018, www .usatoday .com/
story/ tech/ talkingtech/ 2018/ 11/ 09/ why-so-many-amazon-searches-show-you-sponsored-ads/
1858553002/ .
GO TO NOTE REFERENCE IN TEXT
They’r e charged additional fees: Jason Del Rey, “Basically Everything on Amazon Has Become an
Ad,” Vox, Nov. 10, 2022, www .vox.com/ recode/ 2022/ 11/ 10/ 23450349/ amazon-advertising-
everywhere-prime-sponsored-products .
GO TO NOTE REFERENCE IN TEXT
Meta has gross margins of over 70 percent: “Meta Platforms Gross Profit Margin (Quarterly),”
YCharts, last modified Dec. 2022, ycharts.com/ companies/ MET A/ gross_profit_mar gin.
GO TO NOTE REFERENCE IN TEXT
Compar e the take rates : “Fees,” Uniswap Docs, accessed Sept. 1, 2023, docs.uniswap.or g/
contracts/ v2/ concepts/ advanced-topics/ fees; Coin Metrics data to calculate Ethereum take rate,
accessed July 2023, charts.coinmetrics.io/ crypto-data/ .
GO TO NOTE REFERENCE IN TEXT
One critiq ue of blockchain networks : Moxie Marlinspike, “My First Impress ions of Web3,”
moxie.or g, Jan. 7, 2022, moxie.or g/ 2022/ 01/ 07/ web3-first-impressions.html .
GO TO NOTE REFERENCE IN TEXT
Exploited the low switching costs of NFT platforms : Callan Quinn, “What Blur’s Success Reve als
About NFT Marketplaces,” Forbes, Marc h 17, 2023, www .forbes.com/ sites/ digital-assets/ 2023/ 03/
17/ what-blurs-success-reveals-about-nft-marketplaces/ .
GO TO NOTE REFERENCE IN TEXT
His “law of conserv ation of attractive profits” : Clay ton M. Christen sen and Michael E.
Strategic Tech and Tokenized Incentives
- The text references foundational business strategies like Clayton Christensen's law of conservation of attractive profits and the tactic of commoditizing complements.
- Citations document the high-stakes cooperation between Apple and Google, including legal allegations that search engine dominance is maintained through massive payoffs.
- The success of newer NFT platforms like Blur is attributed to the exploitation of low switching costs within the Web3 ecosystem.
- Token incentives are highlighted as a critical mechanism for building networks, drawing on examples from decentralized finance pioneers like Compound.
- The references explore the history of decentralized infrastructure, ranging from early community wireless experiments like MIT Roofnet to blockchain projects like Helium.
Show me the incentives and I will show you the outcomes.
ns of Web3,”
moxie.or g, Jan. 7, 2022, moxie.or g/ 2022/ 01/ 07/ web3-first-impressions.html .
GO TO NOTE REFERENCE IN TEXT
Exploited the low switching costs of NFT platforms : Callan Quinn, “What Blur’s Success Reve als
About NFT Marketplaces,” Forbes, Marc h 17, 2023, www .forbes.com/ sites/ digital-assets/ 2023/ 03/
17/ what-blurs-success-reveals-about-nft-marketplaces/ .
GO TO NOTE REFERENCE IN TEXT
His “law of conserv ation of attractive profits” : Clay ton M. Christen sen and Michael E. Raynor ,
The Innova tor’s Solution: Creating and Sustaining Successful Growth (Brighton , Mass.: Harvard
Business Review Press, 2013).
GO TO NOTE REFERENCE IN TEXT
The comp any can charge Google : Daisuke Wakabayas hi and Jack Nicas, “Apple, Google, and a
Deal That Controls the Internet,” New York Times, Oct. 25, 2020, www .nytimes.com/ 2020/ 10/ 25/
technology/ apple-google-search-antitrust.html .
GO TO NOTE REFERENCE IN TEXT
Apple is using the popularity of the iPhone : Alioto Law Firm, “Class Action Lawsuit Filed in
California Alleging Google Is Paying Apple to Stay out of the Search Engine Business,”
PRNewswire, Jan. 3, 2022, www .prnewswire.com/ news-releases/ class-action-lawsuit-filed-in-
california-alleging-google-is-paying-apple-to-stay-out-of-the-search-engine-business-
301453098.html .
GO TO NOTE REFERENCE IN TEXT
Classic tech strategy known as “commoditize your complement” : Lisa Eadicicco, “Google’ s
Promise to Simplify Tech Puts Its Devices Everywhere,” CNET , May 12, 2022, www .cnet.com/ tech/
mobile/ googles-promise-to-simplify-tech-puts-its-devices-everywhere/ ; Chris Dixon, “What’ s
Strategic for Google?,” cdixon.or g, Dec. 30, 2009, cdixon.or g/ 2009/ 12/ 30/ whats-strategic-for -google .
GO TO NOTE REFERENCE IN TEXT
Coined the phrase in 2002 : Joel Spolsky , “Strategy Letter V,” Joel on Softwar e, June 12, 2002,
www .joelonsoftware.com/ 2002/ 06/ 12/ strategy-letter -v/.
GO TO NOTE REFERENCE IN TEXT
9. Building Networks with Token Incentives
Show me the incentives : Quote widely attributed to Charlie Munger as in Joshua Brown, “Show me
the incent ives and I will show you the outcomes,” Reformed Broker, Aug. 26, 2018,
thereformedbroker .com/ 2018/ 08/ 26/ show-me-the-incentives-and-i-will-show-you-the-outcome/ .
GO TO NOTE REFERENCE IN TEXT
To quote The Cluetrain Manifesto : David Weinber ger, David Searls, and Christopher Locke, The
Cluetrain Manifesto: The End of Business as Usual (New York: Basic Books, 2000).
GO TO NOTE REFERENCE IN TEXT
Grants can be distr ibuted : Unis wap Foundation, “Uniswap Grants Program Retrospective,” June
20, 2022, mirror .xyz/ kennethng.eth/ 0WHWvyE4Fzz50aORNg3ixZMlvFjZ7frkqxnY4UIfZxo ; Brian
Newar , “Uniswap Foundation Proposal Gets Mixed Reaction over $74M Price Tag,” CoinT elegraph,
Aug. 5, 2022, cointelegraph.com/ news/ uniswap-foundation-proposal-gets-mixed-reaction-over -74m-
price-tag .
GO TO NOTE REFERENCE IN TEXT
DeFi networks like Compound pionee red: “Wh at Is Compoun d in 5 Minutes,” Cryptopedia,
Gemini, June 28, 2022, www .gemini.com/ en-US/ cryptopedia/ what-is-compound-and-how-does-it-
work .
GO TO NOTE REFERENCE IN TEXT
Took a crack at the challenge : Dani el Aguayo et al., “MIT Roofnet: Construction of a Community
Wireless Network,” MIT Computer Science and Artificial Intelligence Laboratory , Oct. 2003,
pdos.csail.mit.edu/ ~biswas/ sosp-poster/ roofnet-abstract.pdf ; Marguerite Reardon, “Taking Wi-Fi
Power to the People,” CNET , Oct. 27, 2006, www .cnet.com/ home/ internet/ taking-wi-fi-power -to-the-
people/ ; Bliss Broyard, “ ‘Welcome to the Mesh, Brother ’: Guerrilla Wi-Fi Comes to New York,”
New York Times, July 16, 2021, www .nytimes.com/ 2021/ 07/ 16/ nyregion/ nyc-mesh-community-
internet.html .
GO TO NOTE REFERENCE IN TEXT
An experimental blockchain project : Ali Yahya , Guy Wuollet, and Eddy Lazz arin, “Investing in
Helium,” a16z crypto, Aug. 10, 2021, a16zcrypto.com/ content/ announcement/ investing-in-helium/ .
Community Growth and Digital Incentives
- The development of community-led internet infrastructure, such as NYC Mesh and Helium, highlights a shift toward decentralized and 'guerrilla' connectivity solutions.
- Historical marketing tactics, like Hotmail's iconic email footer, demonstrate how organic viral loops can scale a platform without traditional advertising spend.
- Many contemporary startups face a dangerous reliance on paid marketing, which can lead to negative gross margins and eventual business failure.
- The Dogecoin phenomenon represents the purest form of self-marketing, where community enthusiasm and social media influence transform a joke into a global financial movement.
- Emerging blockchain projects are increasingly using utility tokens to incentivize everything from EV charging station management to data contribution in federated learning.
“ ‘Welcome to the Mesh, Brother ’: Guerrilla Wi-Fi Comes to New York,”
. 27, 2006, www .cnet.com/ home/ internet/ taking-wi-fi-power -to-the-
people/ ; Bliss Broyard, “ ‘Welcome to the Mesh, Brother ’: Guerrilla Wi-Fi Comes to New York,”
New York Times, July 16, 2021, www .nytimes.com/ 2021/ 07/ 16/ nyregion/ nyc-mesh-community-
internet.html .
GO TO NOTE REFERENCE IN TEXT
An experimental blockchain project : Ali Yahya , Guy Wuollet, and Eddy Lazz arin, “Investing in
Helium,” a16z crypto, Aug. 10, 2021, a16zcrypto.com/ content/ announcement/ investing-in-helium/ .
GO TO NOTE REFERENCE IN TEXT
Other projects are using similar methods : C+C harge, “C+Char ge Launch Revolutio nary Utility
Token for EV Char ging Station Management and Payments That Help Organize and Earn Carbon
Credits for Holders,” press release, April 22, 2022, www .globenewswire.com/ news-release/ 2022/ 04/
22/ 2427642/ 0/en/ C-Char ge-Launch-Revolutionary-Utility-T oken-for -EV-Char ging-Station-
Management-and-Payments-That-Help-Or ganize-and-Earn-Carbon-Credits-for -Holders.html ;
Swarm, “Swarm, Ethereum’ s Storage Network, Announces Mainnet Storage Incentives and Web3PC
Inception,” Dec. 21, 2022, news.bitcoin.com/ swarm-ethereums-storage-network-announces-mainnet-
storage-incentives-and-web3pc-inception/ ; Shashi Raj Pandey , Lam Duc Nguyen, and Petar
Popovski, “FedT oken: Tokenized Incentives for Data Contribution in Federated Learning,” last
modified Nov . 3, 2022, arxiv .org/ abs/ 2209.09775 .
GO TO NOTE REFERENCE IN TEXT
Hotmail added a default footer to emails : Adam L. Penenber g, “PS: I Love You. Get Your Free
Email at Hotmail,” TechCrunch, Oct. 18, 2009, techcrunch.com/ 2009/ 10/ 18/ ps-i-love-you-get-your -
free-email-at-hotmail/ .
GO TO NOTE REFERENCE IN TEXT
Top apps in the Apple or Google mobile stores: Juli Clover , “Apple Reveals the Most Dow nloaded
iOS Apps and Games of 2021,” MacRumors, Dec. 1, 2021, www .macrumors.com/ 2021/ 12/ 02/ apple-
most-downloaded-apps-2021 .
GO TO NOTE REFERENCE IN TEXT
Even the parent company of TikTok: Rita Liao and Cath erine Shu, “TikTok’s Epic Rise and
Stumble,” TechCrunch, Nov . 16, 2020, techcrunch.com/ 2020/ 11/ 26/ tiktok-timeline/ .
GO TO NOTE REFERENCE IN TEXT
Startups justify the increased marketing expenses : Andrew Chen, “How Startups Die from Their
Addiction to Paid Marketing,” andrewchen .com, accessed March 1, 2023 (originally tweeted May 7,
2018), andrewchen.com/ paid-marketing-addiction/ .
GO TO NOTE REFERENCE IN TEXT
Marginal profitabili ty of advertising declines : Abdo Riani, “Are Paid Ads a Good Idea for Early-
Stage Startups?,” Forbes, April 2, 2021, www .forbes.com/ sites/ abdoriani/ 2021/ 04/ 02/ are-paid-ads-a-
good-idea-for -early-stage-startups/ ; Willy Braun, “You Need to Lose Money , but a Negative Gross
Margin Is a Really Bad Idea,” daphni chronicles, Medium, Feb. 28, 2016, medium.com/ daphni-
chronicles/ you-need-to-lose-money-but-a-negative-gross-mar gin-is-a-really-bad-idea-82ad12cd6d96 ;
Anirudh Damani, “Negative Gross Margins Can Bury Your Startup,” ShowMe Damani, Aug. 25,
2020, www .showmedamani.com/ post/ negative-gross-mar gins-can-bury-your -startup .
GO TO NOTE REFERENCE IN TEXT
Purest example of the self-marketing phenomenon : Grace Kay, “The History of Dogecoin, the
Cryptocurrency That Surged After Elon Musk Tweeted About It but Started as a Joke on Reddit Years
Ago,” Business Insider , Feb. 9, 2021, www .businessinsider .com/ what-is-dogecoin-2013-12 .
GO TO NOTE REFERENCE IN TEXT
More than two million users subscribe to the Dogecoin Reddit discussion forum : “Dogecoin,”
Reddit, Dec. 8, 2013, www .reddit.com/ r/dogecoin/ .
GO TO NOTE REFERENCE IN TEXT
Some people have even gotten married : Julia Glum, “To Have and to HODL: Welcome to Love in
the Age of Cryptocurrency ,” Money , Oct. 20, 2021, money .com/ cryptocurrency-nft-bitcoin-love-
relationships/ .
GO TO NOTE REFERENCE IN TEXT
Uniswap combines a useful product : “Introduc ing Uniswap V3,” Uniswap, March 23, 2021,
uniswap.or g/ blog/ uniswap-v3 .
Tokenomics and Community Ownership
- The social impact of cryptocurrency extends beyond finance, influencing everything from deep-rooted internet communities to modern romantic relationships and marriages.
- Decentralized protocols like Uniswap have achieved massive financial scale, surpassing one trillion dollars in lifetime volume while rewarding early adopters with lucrative airdrops.
- New economic models are prioritizing community ownership, with projects often distributing over half of their total token supply to their active user base.
- The study of tokenomics applies incentive structures seen in virtual worlds and classic arcades to create complex, functioning digital economies.
- High-profile financial skeptics like Warren Buffett and Michael Burry provide a sharp contrast to this growth, labeling digital assets as 'rat poison' and 'magic beans'.
Warren Buffett branded them 'rat poison'
ubscribe to the Dogecoin Reddit discussion forum : “Dogecoin,”
Reddit, Dec. 8, 2013, www .reddit.com/ r/dogecoin/ .
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Some people have even gotten married : Julia Glum, “To Have and to HODL: Welcome to Love in
the Age of Cryptocurrency ,” Money , Oct. 20, 2021, money .com/ cryptocurrency-nft-bitcoin-love-
relationships/ .
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Uniswap combines a useful product : “Introduc ing Uniswap V3,” Uniswap, March 23, 2021,
uniswap.or g/ blog/ uniswap-v3 .
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More than $1 trillion in assets : Cam Thompson, “DeFi Trading Hub Uniswap Surpasses $1T in
Lifetime Volume,” CoinDesk, May 25, 2022, www .coindesk.com/ business/ 2022/ 05/ 24/ defi-trading-
hub-uniswap-surpasses-1t-in-lifetime-volume/ .
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“Airdr op” worth thousands of dollars per user: Brad y Dale, “Uniswa p’s Retroactive Airdrop Vote
Put Free Money on the Campaign Trail,” CoinDesk, Nov. 3, 2020, www .coindesk.com/ business/
2020/ 11/ 03/ uniswaps-retroactive-airdrop-vote-put-free-money-on-the-campaign-trail/ .
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Set aside equity for users : Ari Levy and Salvad or Rodriguez, “These Airbnb Hosts Earned More
Than $15,000 on Thursday After the Company Let Them Buy IPO Shares,” CNBC, Dec. 10, 2020,
www .cnbc.com/ 2020/ 12/ 10/ airbnb-hosts-profit-from-ipo-pop-spreading-wealth-beyond-
investors.html ; Chaim Gartenber g, “Uber and Lyft Reportedly Giving Some Drivers Cash Bonuses to
Use Towards Buying IPO Stock,” Verge, Feb. 28, 2019, www .thever ge.com/ 2019/ 2/28/ 18244479/
uber-lyft-drivers-cash-bonus-stock-ipo-sec-rules .
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Community receive s more than 50 percent of the total tokens : Andrew Hayward, “Flow
Blockchain Now ‘Controlled by Comm unity ,’ Says Dapper Labs,” Decrypt, Oct. 20, 2021,
decrypt.co/ 83957/ flow-blockchain-controlled-community-dapper -labs ; Lauren Stephanian and
Cooper Turley , “Optimizing Your Token Distribution,” Jan. 4, 2022, lstephanian.mirror .xyz/
kB9Jz_5joqbY0ePO8rU1NNDKhiqvzU6OW yYsbSA-Kcc .
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10. Tokenomics
Prices are important not because money is consider ed paramount : Thomas Sowell quoted in
Mark J. Perry , “Quotations of the Day from Thomas Sowell,” American Enterprise Institute, April 1,
2014, www .aei.or g/ carpe-diem/ quotations-of-the-day-from-thomas-sowell-2/ .
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Arcades started swapping out: Laur a June, “For Amusement Only: The Life and Death of the
American Arcade,” Verge, Jan. 16, 2013, www .thever ge.com/ 2013/ 1/16/ 3740422/ the-life-and-death-
of-the-american-arcade-for -amusement-only .
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Eve has millions of players who trade and battle : Kyle Orlan d, “How EVE Online Builds Emotion
out of Its Strict In-G ame Economy ,” Ars Techni ca, Feb. 5, 2014, arstechnica.com/ gaming/ 2014/ 02/
how-eve-online-builds-emotion-out-of-its-strict-in-game-economy/ .
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It made headlines in 2007 : Scott Hillis, “Virtual World Hires Real Economist,” Reuters, Aug. 16,
2007, https://www .reuters.com/ article/ idUSN09256192/ .
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“Incentive structur es work” : Steve Jobs quoted in Brent Schlender , “The Lost Steve Jobs Tapes,”
Fast Company , April 17, 2012, www .fastcompany .com/ 1826869/ lost-steve-jobs-tapes.
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Warren Buffett bran ded them “rat poiso n”: Sujha Sundararajan, “Billionaire Warren Buffett Calls
Bitcoin ‘Rat Poison Squared,’ ” CoinDesk, Sept. 13, 2021, www .coindesk.com/ markets/ 2018/ 05/ 07/
billionaire-warren-buf fett-calls-bitcoin-rat-poison-squared/ .
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Labeled them “magic beans” : Theron Mohamed, “ ‘Big Short’ Investor Michael Burry Slams NFTs
with a Quote Warning ‘Crypto Grifters’ Are Selling Them as ‘Magic Beans,’ ” Markets, Business
Insider , March 16, 2021, markets.businessinsider .
Innovation Cycles and Governance
- Prominent financial skeptics like Warren Buffett and Michael Burry have compared crypto-assets to 'rat poison squared' and 'magic beans' to warn against speculative bubbles.
- Technological revolutions are analyzed through frameworks like the Gartner Hype Cycle and Carlota Perez’s theories on the dynamics of financial capital.
- Market behavior is described using Benjamin Graham’s classic analogy: a 'voting machine' in the short run and a 'weighing machine' in the long term.
- The development of the internet relies on unique protocol governance systems that prioritize 'rough consensus and running code' over formal hierarchy.
- Entities such as Wikipedia and Mozilla demonstrate the sustainability of non-traditional models through community engagement and strategic corporate partnerships.
Billionaire Warren Buffett Calls Bitcoin ‘Rat Poison Squared,’
oiso n”: Sujha Sundararajan, “Billionaire Warren Buffett Calls
Bitcoin ‘Rat Poison Squared,’ ” CoinDesk, Sept. 13, 2021, www .coindesk.com/ markets/ 2018/ 05/ 07/
billionaire-warren-buf fett-calls-bitcoin-rat-poison-squared/ .
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Labeled them “magic beans” : Theron Mohamed, “ ‘Big Short’ Investor Michael Burry Slams NFTs
with a Quote Warning ‘Crypto Grifters’ Are Selling Them as ‘Magic Beans,’ ” Markets, Business
Insider , March 16, 2021, markets.businessinsider .com/ currencies/ news/ big-short-michael-burry-
slams-nft-crypto-grifters-magic-beans-2021-3-1030214014 .
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Tech-driven economic revolutions follow predictable cycles : Carlota Perez, Technological
Revolutions and Financial Capital: The Dynamics of Bubbles and Golden Ages (Northampton,
Mass.: Edward Elgar , 2014).
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Another way of looking at the cours e of tech innovation : “Gartner Hype Cycle Research
Methodology ,” Gartner , accessed Sept. 1, 2023, www .gartner .com/ en/ research/ methodologies/
gartner -hype-cycle . (Gartner and Hype Cycle are registered trademarks of Gartner , Inc. and/or its
affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.)
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Gartner ’s model builds on the work of other thinkers : Doug Henton and Kim Held, “The
Dynamics of Silicon Valley: Creative Destruction and the Evolution of the Innov ation Habitat,”
Social Science Information 52(4):53 9–57, 2013, https://journals.sagepub.com/ doi/ 10.1177/
0539018413497542 .
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Wall Street adage attributed to Benjamin Graham : Davi d Mazor, “Lesso ns from Warren Buffett:
In the Short Run the Market Is a Voting Machine, in the Long Run a Weighing Machine,” Mazor ’s
Edge, Jan. 7, 2023, mazorsedge.com/ lessons-from-warren-buf fett-in-the-short-run-the-market-is-a-
voting-machine-in-the-long-run-a-weighing-machine/ .
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11. Network Governance
Democracy is the worst form of government : Winston Churchill, House of Commons speech, Nov.
11, 1947, quoted in Richard Langworth, Chur chill By Himself: The Definitive Collection of
Quotations (New York, N.Y .: PublicAf fairs, 2008), 574.
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Provides a forum for hundr eds of member organizations : “Current Members and Testimonials,”
World Wide Web Consortium, accessed March 2, 2023, www .w3.or g/ Consortium/ Member/ List.
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Maintains standards for internet protocols like email : “Introduc tion to the IETF ,” Internet
Engineering Task Force, accessed March 2, 2023, www .ietf.or g/.
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Best captur ed the spirit of protocol network governance : A. L. Russell, “ ‘Rough Consensus and
Running Code’ and the Internet-OSI Standards War,” Institute of Electrical and Electr onics
Engineers Annals of the History of Comput ing 28, no. 3 (2006), https://ieeexplore.ieee.or g/ document/
1677461.
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Wikipedia is a special case: Richard Cooke, “Wikipedia Is the Last Best Place on the Internet,”
Wired, Feb. 17, 2020, www .wired.com/ story/ wikipedia-online-encyclopedia-best-place-internet/ .
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The first is Mozil la: “History of the Mozilla Project,” Mozilla, accessed Sept. 1, 2023,
www .mozilla.or g/ en-US/ about/ history/ .
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Multi-hundr ed-million-dollar deal with Google : Steven Vaughan-Nichols, “Firefox Hits the
Jackpot with Almost Billion Dollar Goog le Deal,” ZDNET , Dec. 22, 2011, www .zdnet.com/ article/
firefox-hits-the-jackpot-with-almost-billion-dollar -google-deal/ .
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Acquiring smaller companies : Jordan Novet, “Moz illa Acquires Read-It-Later App Pocket, Will
Open-Source the Code,” Ventur eBeat, Feb. 27, 2017, venturebeat.
Capitalism and Decentralized Alternatives
- Mozilla maintains its open-source operations through high-value corporate partnerships and strategic acquisitions.
- OpenAI’s restructuring into a ‘capped-profit’ entity illustrates the financial pressures facing large-scale research organizations.
- Tech leaders like Jack Dorsey have publicly lamented the centralization of social media platforms as corporate entities.
- Emerging protocols such as Scuttlebutt and Solid represent a shift toward user-owned data and decentralized networking.
- The integration of major platforms with the Fediverse through ActivityPub presents both opportunities and significant systemic risks.
Federation Is the Worst of All Worlds
-US/ about/ history/ .
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Multi-hundr ed-million-dollar deal with Google : Steven Vaughan-Nichols, “Firefox Hits the
Jackpot with Almost Billion Dollar Goog le Deal,” ZDNET , Dec. 22, 2011, www .zdnet.com/ article/
firefox-hits-the-jackpot-with-almost-billion-dollar -google-deal/ .
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Acquiring smaller companies : Jordan Novet, “Moz illa Acquires Read-It-Later App Pocket, Will
Open-Source the Code,” Ventur eBeat, Feb. 27, 2017, venturebeat.com/ mobile/ mozilla-acquires-read-
it-later -app-pocket-will-open-source-the-code/ ; Paul Sawers, “Mozilla Acquires the Team Behind
Pulse, an Automated Status Updater for Slack,” TechCrunch, Dec. 1, 2022, techcrunch.com/ 2022/ 12/
01/ mozilla-acquires-the-team-behind-pulse-an-automated-status-update-tool-for -slack/ .
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OpenAI originally started as a nonpr ofit: Devin Coldewey , “OpenAI Shifts from Nonprofit to
‘Capped-Profit’ to Attract Capital,” TechCrunch, March 11, 2019, techcrunch.com/ 2019/ 03/ 11/
openai-shifts-from-nonprofit-to-capped-profit-to-attract-capital/ .
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Advocated for this appr oach : Elizabeth Dwoskin, “Elon Musk Wants a Free Speech Utopia.
Technologists Clap Back,” Washington Post, April 18, 2022, www .washingtonpost.com/ technology/
2022/ 04/ 18/ musk-twitter -free-speech/ .
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“The biggest issue and my biggest regret”: Taylor Hatmaker , “Jack Dorsey Says His Biggest
Regret Is That Twitter Was a Company At All,” TechCrunch, Aug. 26, 2022, techcrunch.com/ 2022/
08/ 26/ jack-dorsey-biggest-regret/ .
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Friend of a Friend : “The Friend of a Friend (FOAF) Project,” FOAF Project, 2008,
web.archive.or g/ web/ 20080904205214/ http://www .foaf-project.or g/ projects ; Sinclair Target, “Friend
of a Friend : The Facebook That Could Have Been,” Two-Bit History , Jan. 5, 2020, twobithistory .org/
2020/ 01/ 05/ foaf.html#fn:1 .
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A distribu ted open-s ource social network : Erick Schonfeld, “StatusNet (of Identi.ca Fame) Raises
$875,000 to Become the WordPress of Microblogging,” TechCrunch, Oct. 27, 2009, techcrunch.com/
2009/ 10/ 27/ statusnet-of-identi-ca-fame-raises-875000-to-become-the-wordpress-of-microblogging/ .
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Scuttlebutt, a self-hosted social networking project : George Anadiotis, “Manyverse and
Scuttlebutt: A Human-Centric Technology Stack for Social Applications,” ZDNET , Oct. 25, 2018,
www .zdnet.com/ article/ manyverse-and-scuttlebutt-a-human-centric-technology-stack-for -social-
applications/ .
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The web creator Tim Berners-Lee’ s Solid : Harry McCracken, “Tim Berners-Lee Is Building the
Web’s ‘Third Layer .’ Don’ t Call It Web3,” Fast Company , Nov. 8, 2022, www .fastcompany .com/
90807852/ tim-berners-lee-inrupt-solid-pods .
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Bluesky , a Dorsey-backed Twitter alternative : Barbara Ortutay , “Bluesky , Championed by Jack
Dorsey , Was Supposed to Be Twitter 2.0. Can It Succeed?” AP, June 6, 2023, apnews.com/ article/
bluesky-twitter -jack-dorsey-elon-musk-invite-f2b4fb2fefd34f0149cec2d87857c766 .
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Inter operate with ActivityPub : Greg ory Barber , “Meta’ s Threads Could Make—or Break—the
Fediverse,” Wired, July 18, 2023, www .wired.com/ story/ metas-threads-could-make-or -break-the-
fediverse/ .
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Two main weaknesses : Stephen Shankland, “I Want to Like Mastodon. The Decentralized Network
Isn’t Making That Easy ,” CNET , Nov. 14, 2022, www .cnet.com/ news/ social-media/ i-want-to-like-
mastodon-the-decentralized-network-isnt-making-that-easy/ .
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Aware of the risks : Sarah Jamie Lewis, “Federation Is the Worst of All Worlds,” Field Notes, July
10, 2018, fieldnotes.resistant.tech/ federation-is-the-worst-of-all-worlds/ .
Decentralization and Digital Governance
- Decentralized networks like Mastodon encounter significant usability challenges that prevent them from easily replacing centralized social media.
- Major tech corporations use their dominance to manipulate web standards and abandon open protocols such as RSS in favor of proprietary systems.
- The failure of the Bahamas-based FTX exchange has triggered a global wave of regulatory scrutiny and legislative proposals aimed at the crypto industry.
- US regulators are increasingly targeting large-scale crypto operations through enforcement actions against platforms like Binance and Coinbase.
- Ethical entrepreneurs in the technology sector report growing fear of building new products due to the current aggressive regulatory environment.
Technology happens. It’s not good, it’s not bad.
fediverse/ .
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Two main weaknesses : Stephen Shankland, “I Want to Like Mastodon. The Decentralized Network
Isn’t Making That Easy ,” CNET , Nov. 14, 2022, www .cnet.com/ news/ social-media/ i-want-to-like-
mastodon-the-decentralized-network-isnt-making-that-easy/ .
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Aware of the risks : Sarah Jamie Lewis, “Federation Is the Worst of All Worlds,” Field Notes, July
10, 2018, fieldnotes.resistant.tech/ federation-is-the-worst-of-all-worlds/ .
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Twitter pivoted and removed support for RSS: Steve Gillmor , “Rest in Peace, RSS,” TechCrunch,
May 5, 2009, techcrunch.com/ 2009/ 05/ 05/ rest-in-peace-rss/ ; Erick Schonfeld, “Twitter ’s Internal
Strategy Laid Bare: To Be ‘the Pulse of the Planet,’ ” TechCrunch, July 16, 2009, techcrunch.com/
2009/ 07/ 16/ twitters-internal-strategy-laid-bare-to-be-the-pulse-of-the-planet-2/ .
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Gives Google an outsized number of “votes” : “HTTPS as a Ranking Signal,” Google Search
Central, Aug. 7, 2014, developers.google.com/ search/ blog/ 2014/ 08/ https-as-ranking-signal ; Julia
Love, “Google Delays Phasing Out Ad Cookies on Chrome Until 2024,” Bloomber g, July 27, 2022,
www .bloomber g.com/ news/ articles/ 2022-07-27/ google-delays-phasing-out-ad-cookies-on-chrome-
until-2024?leadSource=uverify%20wall ; Daisuke Wakabayashi, “Google Domin ates Thanks to an
Unrivaled View of the Web,” New York Times, Dec. 14, 2020, www .nytimes.com/ 2020/ 12/ 14/
technology/ how-google-dominates.html .
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In her 1972 essay of the same name : Jo Freem an, “The Tyranny of Structurelessness,” 1972,
www .jofreeman.com/ joreen/ tyranny .htm.
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12. The Computer versus the Casino
Technology happens. It’s not good, it’s not bad: Andy Grove quoted in Walter Isaacson, “Andrew
Grove: Man of the Year,” Time, Dec. 29, 1997, time.com/ 4267448/ andrew-grove-man-of-the-year/ .
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Bankruptcy of the Bahamas-based exchange FTX : Andrew R. Chow , “After FTX Implosion,
Bahamian Tech Entrepreneurs Try to Pick Up the Pieces,” Time, March 30, 2023, time.com/ 626671 1/
ftx-bahamas-crypto/ ; Sen. Pat Toomey (R-Pa.), “Toomey: Misconduct, Not Crypto, to Blame for
FTX Collapse,” U.S. Senate Committee on Banking, Housing, and Urban Affairs, Dec. 14, 2022,
www .banking.senate.gov/ newsroom/ minority/ toomey-misconduct-not-crypto-to-blame-for -ftx-
collapse .
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Reactions from regulators and policymakers : Jason Brett, “In 2021, Congress Has Introduced 35
Bills Focused on U.S. Crypto Policy ,” Forbes, Dec. 27, 2021, www .forbes.com/ sites/ jasonbrett/ 2021/
12/ 27/ in-2021-congress-has-introduced-35-bills-focused-on-us-crypto-policy/ .
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Focused on the near est and easiest targe ts: U.S. Secur ities and Exchange Commission , “Kraken to
Discontinue Unregist ered Offer and Sale of Crypto Asset Staking-as-a-Service Progr am and Pay $30
Million to Settle SEC Char ges,” press release, Feb. 9, 2023, www .sec.gov/news /press-release/2023-
25; Sam Sutton, “Treasury: It’s Time for a Crypto Crackdown,” Politico, Sept. 16, 2022,
www .politico.com/ newsletters/ morning-money/ 2022/ 09/ 16/ treasury-its-time-for -a-crypto-
crackdown-00057144 ; Jonathan Yerushalmy and Alex Hern, “SEC Crypto Crackdown: US Regulator
Sues Binance and Coinbase,” Guar dian, June 6, 2023, www .theguardian.com/ technology/ 2023/ jun/
06/ sec-crypto-crackdown-us-regulator -sues-binance-and-coinbase ; Sidhartha Shukla, “The
Cryptocurrencies Getting Hit Hardest Under the SEC Crackdown,” Bloomber g, June 13, 2023,
www .bloomber g.com/ news/ articles/ 2023-06-13/ these-are-the-19-cryptocurrencies-are-securities-the-
sec-says .
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Ethical entrepreneurs are afraid to build products : Paxos, “Paxos Will Halt Minting New BUSD
Tokens,” Feb. 13, 2023, paxos.
US Crypto Regulatory Conflict
- The SEC is actively suing major exchanges like Binance and Coinbase, asserting that many cryptocurrencies are unregistered securities.
- Regulatory uncertainty is cited as a primary driver for moving tech jobs and development outside of the United States.
- The legal classification of digital assets relies on the Howey test and the concept of 'sufficient decentralization' for blockchain networks.
- Industry leaders emphasize the need for clear guidance to prevent regulatory chaos and ensure the long-term viability of onshore crypto projects.
America’ s Slow-Moving, Confused Crypto Regulation Is Driving Industry out of US
2023, www .theguardian.com/ technology/ 2023/ jun/
06/ sec-crypto-crackdown-us-regulator -sues-binance-and-coinbase ; Sidhartha Shukla, “The
Cryptocurrencies Getting Hit Hardest Under the SEC Crackdown,” Bloomber g, June 13, 2023,
www .bloomber g.com/ news/ articles/ 2023-06-13/ these-are-the-19-cryptocurrencies-are-securities-the-
sec-says .
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Ethical entrepreneurs are afraid to build products : Paxos, “Paxos Will Halt Minting New BUSD
Tokens,” Feb. 13, 2023, paxos.com/ 2023/ 02/ 13/ paxos-will-halt-minting-new-busd-tokens/ ; “New
Report Shows 1 Million Tech Jobs at Stake in US Due to Regulatory Uncertainty ,” Coinbase, March
29, 2023, www .coinbase.com/ blog/ new-report-shows-1m-tech-jobs-at-stake-in-us-crypto-policy .
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Development is increasingly moving abroad: Ashley Belanger , “America’ s Slow-Moving,
Confused Crypto Regulation Is Driving Industry out of US,” Ars Techn ica, Nov. 8, 2022,
arstechnica.com/ tech-policy/ 2022/ 11/ Americas-slow-moving-confused-crypto-regulation-is-driving-
industry-out-of-us/ ; Jeff Wilser, “US Crypto Firms Eye Overseas Move Amid Regulatory
Uncertainty ,” Coindesk, May 27, 2023, www .coindesk.com/ consensus-magazine/ 2023/ 03/ 27/ crypto-
leaving-us/ .
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Tokens that power “sufficiently decentralized” blockchain networks should be classified as
commodities, not securities : “Framework for ‘Investment Contract’ Analysis of Digital Assets,”
U.S. Securities and Exchange Commission, 2019, www .sec.gov/ corpfin/ framework-investment-
contract-analysis-digital-assets .
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Decentralization, a process that takes time : Miles Jennings, “Decentralization for Web3 Builders:
Principles, Models, How ,” a16z crypto, April 7, 2022, a16zcrypto.com/ posts/ article/ web3-
decentralization-models-framework-principles-how-to/ .
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They aren’t clear in the middle : “Watch GOP Senato r and SEC Chair Spar Over Definition of
Bitcoin,” CNET highlights, Sept. 16, 2022, www .youtube.com/ watch?v=3H19OF3lbnA ; Miles
Jennings and Brian Quintenz, “It’s Time to Move Crypto from Chaos to Order ,” Fortune, July 15,
2023, fortune.com/ crypto/ 2023/ 07/ 15/ its-time-to-move-crypto-from-chaos-to-order/ ; Andrew St.
Laurent, “Despite Ripple, Crypto Projects Still Face Uncertainty and Risks,” Bloomber g Law, July
31, 2023, news.bloomber glaw .com/ us-law-week/ despite-ripple-crypto-projects -still-face-uncertainty-
and-risks ; “Changin g Tides or a Ripple in Still Water? Examining the SEC v. Ripple Ruling,” Ropes
& Gray , July 25, 2023, www .ropesgray .com/ en/ newsroom/ alerts/ 2023/ 07/ changing-tides-or -a-ripple-
in-still-water -examining-the-sec-v-ripple-ruling ; Jack Solowey and Jennifer J. Schulp, “We Need
Regulatory Clarity to Keep Crypto Excha nges Onshore and DeFi Permissionless,” Cato Institute,
May 10, 2023, www .cato.or g/ commentary/ we-need-regulatory-clarity-keep-crypto-exchanges-
onshore-defi-permissionless .
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U.S. Supr eme Court case that created what’ s called the Howey test: U.S. Securities and
Exchange Commission v . W. J. Howey Co. et al., 328 U.S. 293 (1946).
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Substantive guidanc e on the topic : “Framework for ‘Investment Contract’ Analysis of Digital
Assets,” U.S. Securities and Exchange Commission, 2019, www .sec.gov/ corpfin/ framework-
investment-contract-analysis-digital-assets .
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Brought several enfor cement actions : Maria Gracia Santillana Linares, “How the SEC’ s Char ge
That Cryptos Are Securities Could Face an Uphill Battle,” Forbes, Aug. 14, 2023, www .forbes.com/
sites/ digital-assets/ 2023/ 08/ 14/ how-the-secs-char ge-that-cryptos-are-securities-could-face-an-uphill-
battle/ ; Jesse Coghlan, “SEC Lawsuits: 68 Cryptocurrencies Are Now Seen as Securities by the
SEC,” Cointelegraph, June 6, 2023, cointelegraph.
Crypto Regulation and Corporate Evolution
- U.S. regulators are deeply divided over whether digital assets like Ethereum should be classified as securities under the SEC or commodities under the CFTC.
- The SEC has labeled over 60 cryptocurrencies as securities, leading to significant enforcement actions and legal battles within the digital asset industry.
- Proposed legislation, such as the Security Clarity Act and the Token Taxonomy Act, aims to provide much-needed regulatory clarity for the crypto market.
- Historical shifts in corporate structures, moving from partnerships to limited liability corporations, demonstrate how technological innovation drives legal and pragmatic changes.
- The text highlights a transition from incubation to growth in technology, drawing parallels between early personal computers like the Altair and modern digital shifts.
The futur e is not to be forecast, but created.
lysis-digital-assets .
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Brought several enfor cement actions : Maria Gracia Santillana Linares, “How the SEC’ s Char ge
That Cryptos Are Securities Could Face an Uphill Battle,” Forbes, Aug. 14, 2023, www .forbes.com/
sites/ digital-assets/ 2023/ 08/ 14/ how-the-secs-char ge-that-cryptos-are-securities-could-face-an-uphill-
battle/ ; Jesse Coghlan, “SEC Lawsuits: 68 Cryptocurrencies Are Now Seen as Securities by the
SEC,” Cointelegraph, June 6, 2023, cointelegraph.com/ news/ sec-labels-61-cryptocurrencies-
securities-after -binance-suit/ .
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SEC has suggested that Ether eum’ s token is a security : David Pan, “SEC’ s Gensler Reiterates
‘Proof-of-Stake’ Crypto Tokens May Be Securities,” Bloomber g, March 15, 2023,
www .bloomber g.com/ news/ articles/ 2023-03-15/ sec-s-gary-gensler -signals-tokens-like-ether -are-
securities .
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Has said that it is a commodity : Jesse Ham ilton, “U.S . CFTC Chief Behn am Reinforces View of
Ether as Commodity ,” CoinDesk, March 28, 2023, www .coindesk.com/ policy/ 2023/ 03/ 28/ us-cftc-
chief-behnam-reinforces-view-of-ether -as-commodity/ ; Sand ali Handagama, “U.S. Court Calls ETH
a Commo dity While Tossing Investor Suit Against Uniswap,” CoinDesk, Aug. 31, 2023,
www .coindesk.com/ policy/ 2023/ 08/ 31/ us-court-calls-eth-a-commodity-while-tossing-investor -suit-
against-uniswap/ .
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Ideally , policymakers and regulators would clarify : Faryar Shirzad, “The Crypto Securities
Market is Waiting to be Unlocked. But First We Need Workable Rules,” Coinbase , July 21, 2022,
www .coinbase.com/ blog/ the-crypto-securities-market-is-waiting-to-be-unlocked-but-first-we-need-
workable-rules; Securities Clarity Act, H.R. 4451, 117th Cong. (2021); Token Taxonomy Act, H.R.
1628, 1 17th Cong. (2021).
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Rules that would effectively ban tokens : Allyson Versprille, “House Stablecoin Bill Would Put
Two-Y ear Ban on Terra-Like Coins,” Bloomber g, Sept. 20, 2022, www .bloomber g.com/ news/ articles/
2022-09-20/ house-stablecoin-bill-would-put-two-year -ban-on-terra-like-coins ; Andrew Asmakov ,
“New York Signs Two-Y ear Crypto Mining Moratorium into Law,” Decrypt, Nov. 23, 2022,
decrypt.co/ 115416/ new-york-signs-2-year -crypto-mining-moratorium-law .
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Dominant corporate structur e was a partnership : John Micklethwait and Adrian Wooldridge, The
Company: A Short History of a Revolut ionary Idea (New York: Moder n Library , 2005); Tyler
Halloran, “A Brief History of the Corporate Form and Why It Matters,” Fordham Journal of
Corporate and Financial Law, Nov. 18, 2018, news.law .fordham.edu/ jcfl/ 2018/ 11/ 18/ a-brief-history-
of-the-corporate-form-and-why-it-matters/ .
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Limited liability corporations did exist back in the early nineteenth century : Ron Harris, “A
New Understanding of the History of Limited Liability: An Invitation for Theoretical Reframing,”
Journal of Institutional Economics 16, no. 5 (2020): 643–64, doi:10.1017/ S1744137420000181 .
GO TO NOTE REFERENCE IN TEXT
Technological innovation drove pragm atic changes : William W. Cook, “ ‘Watered Stock’—
Commissions—‘Blue Sky Laws’—Stock Without Par Value,” Michigan Law Review 19, no. 6
(1921): 583–98, doi.or g/ 10.2307/ 1276746 .
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13. The iPhone Moment: From Incubation to Growth
The futur e is not to be forecast, but created : Arthur C. Clarke, foreword to Ervin Laszlo,
Macr oshift: Navigatin g the Transformation to a Sustainable World (Oakland, Calif.: Berrett-Koehler ,
2001).
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The Altair was one of the first PCs: Randy Alfred, “Dec. 19, 1974: Build Your Own Computer at
Home!,” Wired, Dec. 19, 2011, www .wired.com/ 2011/ 12/ 1219altair -8800-computer -kit-goes-on-
sale/.
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The launch of the IBM PC: Michael J.
Creating the Digital Future
- The evolution of personal computing transitioned from niche hobbyist kits like the Altair to the widespread adoption of the IBM PC and productivity software.
- Critical networking milestones such as NSFNET and the Mosaic browser transformed the internet from an academic tool into a visual and accessible medium.
- Artificial intelligence foundations were established mid-century through logical calculus and the Turing test, later powered by advancements in graphics processing units.
- The 'metaverse' concept has evolved from Neal Stephenson’s science fiction into a commercial reality where virtual goods generate billions in revenue.
- Modern digital economics emphasize the power of niche audiences, as seen in Kevin Kelly's theory that creators only need 1,000 true fans to thrive.
The futur e is not to be forecast, but created
owth
The futur e is not to be forecast, but created : Arthur C. Clarke, foreword to Ervin Laszlo,
Macr oshift: Navigatin g the Transformation to a Sustainable World (Oakland, Calif.: Berrett-Koehler ,
2001).
GO TO NOTE REFERENCE IN TEXT
The Altair was one of the first PCs: Randy Alfred, “Dec. 19, 1974: Build Your Own Computer at
Home!,” Wired, Dec. 19, 2011, www .wired.com/ 2011/ 12/ 1219altair -8800-computer -kit-goes-on-
sale/.
GO TO NOTE REFERENCE IN TEXT
The launch of the IBM PC: Michael J. Miller , “Project Chess: The Story Behind the Original IBM
PC,” PCMag, Aug. 12, 2021, www .pcmag.com/ news/ project-chess-the-story-behind-the-original-
ibm-pc .
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Applications like word processors and spreadsheets : Davi d Shedden, “Today in Media History:
Lotus 1-2-3 Was the Killer App of 1983,” Poynter , Jan. 26, 2015, www .poynter .org/ reporting-editing/
2015/ today-in-media-history-lotus-1-2-3-was-the-killer -app-of-1983/ .
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The incubation phase took place : “Celebrating the NSFNET ,” NSFNET , Feb. 2, 2017, nsfnet-
legacy .org/.
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The releas e of the Mosaic web browser in 1993 : Michael Calore, “April 22, 1993: Mosaic Browser
Lights Up Web with Color , Creativit y,” Wired, April 22, 2010, www .wired.com/ 2010/ 04/
0422mosaic-web-browser/ .
GO TO NOTE REFERENCE IN TEXT
The resear chers Warren McCulloch and Walter Pitts : Warren McCulloch and Walter Pitts, “A
Logical Calculus of the Ideas Immanent in Nervous Activity ,” Bulletin of Mathemat ical Biophysics 5
(1943): 1 15–33.
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Paper outlining what people now call the Turing test: Alan Turing, “Computing Machinery and
Intelligence,” Mind, n.s., 59, no. 236 (Oct. 1950): 433–60, phil415.pbworks.com/
f/TuringComputing.pdf .
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Advances in graphics processing units : Rash an Dixon, “Unleashing the Power of GPUs for Deep
Learning: A Game-Changing Advancem ent in AI,” DevX, July 6, 2023, www .devx.com/ news/
unleashing-the-power -of-gpus-for -deep-learning-a-game-changing-advancement-in-ai/ .
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14. Some Promising Applications
In his classic 2008 essay : Kevin Kelly , “1,000 True Fans,” The Technium, March 4, 2008, kk.or g/
thetechnium/ 1000-true-fans/ .
GO TO NOTE REFERENCE IN TEXT
The avera ge interne t user: “How Much Time Do People Spend on Social Media and Why?,”
Forbes India, Sept. 3, 2022, www .forbesindia.com/ article/ lifes/ how-much-time-do-people-spend-on-
social-media-and-why/ 79477/ 1.
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At the average U.S. salary of $59,000 per year : Belle Wong and Cassie Bottorf f, “Average Salary
by State in 2023,” Forbes, Aug. 23, 2023, www .forbes.com/ advisor/ business/ average-salary-by-
state/ .
GO TO NOTE REFERENCE IN TEXT
The sci-fi author who coined the term “metaverse” : Neal Stephenson, Snow Crash (New York:
Bantam Spectra, 1992).
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His vision of an open metaverse : Dean Takahashi, “Epic’ s Tim Sweeney: Be Patient. The
Metaverse Will Come. And It Will Be Open,” Ventur eBeat, Dec. 16, 2016, venturebeat.com/ business/
epics-tim-sweeney-be-patient-the-metaverse-will-come-and-it-will-be-open/ .
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More mon ey on free games : Dani el Tack, “The Subscription Transitio n: MMORPGs and Free-to-
Play,” Forbes, Oct. 9, 2013, www .forbes.com/ sites/ danieltack/ 2013/ 10/ 09/ the-subscription-transition-
mmorpgs-and-free-to-play/ .
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Few levels for free and then charge for the full game : Kyle Orland, “The Return of the $70 Video
Game Has Been a Long Time Coming,” Ars Technica, July 9, 2020, arstechnica.com/ gaming/ 2020/
07/ the-return-of-the-70-video-game-has-been-a-long-time-coming/ .
GO TO NOTE REFERENCE IN TEXT
Charging for virtual goods : Mitchell Clark, “Fort nite Made More Than $9 Billion in Revenue in Its
First Two Years,” Verge, May 3, 2021, www .thever ge.
Video Game and Music Economics
- The video game industry has shifted toward monetization models like charging for virtual goods, with Fortnite generating over $9 billion in its first two years.
- Gaming revenue has grown to exceed the combined earnings of the global movie industry and North American sports, a trend accelerated by the pandemic.
- Historically, the music industry has prioritized litigation against innovators and startups to protect its existing business models rather than investing in new tech.
- Recent developments in Web3 and NFTs are being explored as potential tools to transform the economic landscape for individual music creators.
Valve Is Letting Money Spoil the Fun of Dota 2
orpgs-and-free-to-play/ .
GO TO NOTE REFERENCE IN TEXT
Few levels for free and then charge for the full game : Kyle Orland, “The Return of the $70 Video
Game Has Been a Long Time Coming,” Ars Technica, July 9, 2020, arstechnica.com/ gaming/ 2020/
07/ the-return-of-the-70-video-game-has-been-a-long-time-coming/ .
GO TO NOTE REFERENCE IN TEXT
Charging for virtual goods : Mitchell Clark, “Fort nite Made More Than $9 Billion in Revenue in Its
First Two Years,” Verge, May 3, 2021, www .thever ge.com/ 2021/ 5/3/ 22417447/ fortnite-revenue-9-
billion-epic-games -apple-antitrust-case ; Ian Thomas, “How Free-to-Play and In-Game Purchases
Took Over the Video Game Industry ,” CNBC, Oct. 6, 2022, www .cnbc.com/ 2022/ 10/ 06/ how-free-to-
play-and-in-game-purchases-took-over -video-games.html .
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Players usually revolt : Vlad Savov , “Valve Is Letting Money Spoil the Fun of Dota 2,” Verge, Feb.
16, 2015, www .thever ge.com/ 2015/ 2/16/ 8045369/ valve-dota-2-in-game-augmentation-pay-to-win .
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Higher sales than the biggest movie releases : Felix Richter , “Video Games Beat Blockbuster
Movies out of the Gate,” Statista, Nov. 6, 2018, www .statista.com/ chart/ 16000/ video-game-launch-
sales-vs-movie-openings/ .
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Trend amp lified by the recent pandemic : Wallace Witkowski, “Videogames Are a Bigger Industry
Than Movies and North American Sports Combined, Thanks to the Pandemic,” MarketW atch, Dec.
22, 2020, www .marketwatch.com/ story/ videogames-are-a-bigger -industry-than-sports-and-movies-
combined-thanks-to-the-pandemic-1 1608654990 .
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Gaming industry brought in: Jeffrey Rousseau, “Newzoo: Revenue Across All Video Game Market
Segments Fell in 2022,” GamesIndustry .biz, May 30, 2023, www .gamesindustry .biz/ newzoo-
revenue-across-all-video-game-market-segments-fell-in-2022 .
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Some companies, notably Nintendo, pushed back : Jacob Wolf, “Evo: An Oral History of Super
Smash Bros. Melee,” ESPN, July 12, 2017, www .espn.com/ esports/ story/ _/id/ 19973997/ evolution-
championship-series-melee-oral-history-evo .
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Squandering time filing lawsuits against innovators : Andy Maxwell, “How Big Music Threatened
Startups and Killed Innovation,” Torrent Freak, July 9, 2012, torrentfreak.com/ how-big-music-
threatened-startups-and-killed-innovation-120709/ .
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Focused far more on protecting existing business : David Kravets, “Dec. 7, 1999: RIAA Sues
Napster ,” Wired, Dec. 7, 2009, www .wired.com/ 2009/ 12/ 1207riaa-sues-napster/ ; Michael A. Carrier ,
“Copyright and Innovation: The Unto ld Story ,” Wisconsin Law Review (2012): 891–962,
www .researchgate.net/ publication/ 256023174_Copyright_and_Innovation_The_Untold_Story .
GO TO NOTE REFERENCE IN TEXT
They rar ely back startups : Pitchbook data. accessed September 1, 2023.
GO TO NOTE REFERENCE IN TEXT
The revenues of the video game industry : Yuji Naka mura, “Peak Video Game? Top Analyst Sees
Industry Slumping in 2019,” Bloomber g, Jan. 23, 2019, www .bloomber g.com/ news/ articles/ 2019-01-
23/ peak-video-game-top-analyst-sees-industry-slumping-in-2019 .
GO TO NOTE REFERENCE IN TEXT
The revenues of the music industry : The Recording Indus try Association of America, “U.S. Music
Revenue Database,” Sept. 1, 2023, www .riaa.com /u-s-sales-database/ . (Note: Chart extrapolates
global music revenue figures based on U.S. data.)
GO TO NOTE REFERENCE IN TEXT
NFT s can transform the economics of creators too: “The State of Music/W eb3 Tools for Artis ts,”
Water & Music, Dec. 15, 2021, www .waterandmusic.com/ the-state-of-music-web3-tools-for -artists/ ;
Marc Hogan, “How NFTs Are Shaping the Way Music Sounds,” Pitchfork, May 23, 2022,
pitchfork.com/ features/ article/ how-nfts-are-shaping-the-way-music-sounds/ .
The Economics of Digital Creators
- NFTs and Web3 tools are emerging as transformative economic models for musicians seeking to bypass traditional industry structures.
- Significant disparities exist in streaming royalties, prompting calls for federal intervention to ensure fairer artist compensation.
- The market for virtual goods in video games has reached a staggering $36 billion, dwarfing traditional physical music merchandise sales.
- While creators have earned billions through new NFT standards, legacy platforms like YouTube continue to pay out massive sums in advertising revenue.
- The transition from proprietary software like Encarta to the community-led Wikipedia illustrates the power of decentralized information.
People hated the irritating alien Jar Jar Binks so much
w .riaa.com /u-s-sales-database/ . (Note: Chart extrapolates
global music revenue figures based on U.S. data.)
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NFT s can transform the economics of creators too: “The State of Music/W eb3 Tools for Artis ts,”
Water & Music, Dec. 15, 2021, www .waterandmusic.com/ the-state-of-music-web3-tools-for -artists/ ;
Marc Hogan, “How NFTs Are Shaping the Way Music Sounds,” Pitchfork, May 23, 2022,
pitchfork.com/ features/ article/ how-nfts-are-shaping-the-way-music-sounds/ .
GO TO NOTE REFERENCE IN TEXT
Consider the music business again : Alyssa Meyers, “A Music Artist Says Apple Music Pays Her 4
Times What Spotify Does per Stream, and It Shows How Wildly Royalty Paym ents Can Vary
Between Services,” Business Insider , Jan. 10, 2020, www .businessinsider .com/ how-apple-music-and-
spotify-pay-music-artist-streaming-royalties-2020-1 ; “Expressing the sense of Congress that it is the
duty of the Federal Government to establish a new royalty program to provide income to featured and
non-featured perform ing artists whose music or audio content is listened to on streaming music
services, like Spotify ,” H Con.Res. 102, 177th Cong. (2022), www .congress.gov/ bill/ 117th-congress/
house-concurrent-resolution/ 102/ text.
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Nine milli on musici ans on the streaming service Spotify: “Top 10 Takeaways,” Loud & Clear,
Spotify , loudandclear .byspotify .com/ .
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The music industry sold $3.5 billion : Jon Chapple, “Music Merch Sales Boom Amid Bundling
Controversy ,” IQ, July 4, 2019, www .iq-mag.net/ 2019/ 07/ music-merch-sales-boom-amid-bundling-
controversy/ .
GO TO NOTE REFERENCE IN TEXT
Sold $36 billion in virtual goods : “U.S. Video Game Sales Reach Record-Breaking $43.3 Billion in
2018,” Entertainment Software Associatio n, Jan. 23, 2019, www .theesa.com/ news/ u-s-video-game-
sales-reach-record-breaking-43-4-billion-in-2018/ .
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Ther e are early signs of success : Andrew R. Chow , “Independent Musici ans Are Making Big
Money from NFTs. Can They Challenge the Music Industry?” Time, Dec. 2, 2021, time.com/
6124814/ music-industry-nft/ .
GO TO NOTE REFERENCE IN TEXT
The NFT standard was formalized : William Entriken et al., “ERC-721: Non-Fungible Token
Standard,” Ethereum.or g, Jan. 24, 2018, https://eips.ethereum.or g/ EIPS/ eip-721 .
GO TO NOTE REFERENCE IN TEXT
From 2020 to early 2023, creators received about $9 billion : Nansen Query data, accessed Sept.
21, 2023, nansen.ai/query/ ; Flipside data, accessed Sept. 21, 2023, flipsidecrypto.xyz/ .
GO TO NOTE REFERENCE IN TEXT
YouTube…paid out about $47 billion : “Worldwide Advertising Revenues of YouTube as of 1st
Quarter 2023,” Statista, accessed Sept. 21, 2023, statista.com/ statistics/ 289657/ youtube-global-
quarterly-advertising-revenues/ .
GO TO NOTE REFERENCE IN TEXT
When the British writer Arthur Conan Doyle : Jennifer Keishin Armstrong, “How Sherlock
Holmes Changed the World,” BBC, Jan. 6, 2016, www .bbc.com/ culture/ article/ 20160106-how-
sherlock-holmes-changed-the-world .
GO TO NOTE REFERENCE IN TEXT
People hated the irritating alien Jar Jar Binks so much : “Why Has Jar Jar Binks Been Banished
from the Star Wars Universe?,” Guar dian, Dec. 7, 2015, www .theguardian.com/ film/ shortcuts/ 2015/
dec/ 07/ jar-jar-binks-banished-from-star -wars-the-force-awakens .
GO TO NOTE REFERENCE IN TEXT
Most people barely remember Encarta : “Victim of Wikipedia: Microsoft to Shut Down Encarta,”
Forbes, March 30, 2009, www .forbes.com/ 2009/ 03/ 30/ microsoft-encarta-wikipedia-technology-
paidcontent.html .
GO TO NOTE REFERENCE IN TEXT
Today , Wikipedia is the internet’ s seventh most popular website : “Top Website Rank ings,”
Similarweb, accessed Sept. 1, 2023, www .similarweb.com/ top-websites/ .
Evolution of Digital Power
- The decline of Microsoft's Encarta in the face of Wikipedia's rise marks a historic shift from paid, centralized knowledge to open-source collaboration.
- New decentralized models like 'Fantasy Hollywood' suggest a future where fans and communities can share ownership of fictional characters and intellectual property.
- Cryptocurrencies, specifically stablecoins and DeFi protocols, are proving resilient and useful in providing financial services to volatile global markets.
- Google’s overwhelming dominance in search has created a fragile 'covenant' with content creators, leading to recurring antitrust challenges and legal disputes.
The Former Mouthpiece of Apartheid Is Now One of the World’ s Most Successful Tech Investors
ec/ 07/ jar-jar-binks-banished-from-star -wars-the-force-awakens .
GO TO NOTE REFERENCE IN TEXT
Most people barely remember Encarta : “Victim of Wikipedia: Microsoft to Shut Down Encarta,”
Forbes, March 30, 2009, www .forbes.com/ 2009/ 03/ 30/ microsoft-encarta-wikipedia-technology-
paidcontent.html .
GO TO NOTE REFERENCE IN TEXT
Today , Wikipedia is the internet’ s seventh most popular website : “Top Website Rank ings,”
Similarweb, accessed Sept. 1, 2023, www .similarweb.com/ top-websites/ .
GO TO NOTE REFERENCE IN TEXT
The question-and-a nswers sites: Alex ia Tsotsis, “Inspired By Wikipedia, Quora Aims for
Relevancy With Topic Groups and Reorganized Topic Pages,” TechCrunch, June 24, 2011,
techcrunch.com/ 2011/ 06/ 24/ inspired-by-wikipedia-quora-aims-for -relevancy-with-topic-groups-and-
reorganized-topic-pages/ .
GO TO NOTE REFERENCE IN TEXT
Calls this idea “fantasy Hollywood” : Cuy Sheffield, “ ‘Fantasy Hollywood’ —Crypto and
Community-Owned Characters,” a16z crypto, June 15, 2021, a16zcrypto.com/ posts/ article/ crypto-
and-community-owned-characters/ .
GO TO NOTE REFERENCE IN TEXT
Basic security measu res: Steve Bodow, “The Money Shot,” Wired, Sept. 1, 2001, www .wired.com/
2001/ 09/ paypal/ .
GO TO NOTE REFERENCE IN TEXT
The first banner ad: Joe McCambley , “The First Ever Banner Ad: Why Did It Work So Well?,”
Guar dian, Dec. 12, 2013, www .theguardian.com/ media-network/ media-network-blog/ 2013/ dec/ 12/
first-ever -banner -ad-advertising .
GO TO NOTE REFERENCE IN TEXT
These companies did cede a lot of power : Alex Rampell, Twitter post, Sept. 2018, twitter .com/
arampell/ status/ 1042226753253437440 .
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Dollar -pegged stabl ecoin like USDC to avoid price volatility : Abubakar Idris and Tawanda
Karombo, “Stablecoins Find a Use Case in Africa’ s Most Volatile Markets,” Rest of World, Aug. 19,
2021, restofworld.or g/ 2021/ stablecoins-find-a-use-case-in-africas-most-volatile-markets/ .
GO TO NOTE REFERENCE IN TEXT
DeFi networks stayed up and running : Jacquelyn Melinek, “Investors Focus on DeFi as It
Remains Resilient to Crypto Market Volatility,” TechCrunch, July 26, 2022, techcrunch.com/ 2022/
07/ 26/ investors-focus-on-defi-as-it-remains-resilient-to-crypto-market-volatility/ .
GO TO NOTE REFERENCE IN TEXT
Google search exem plifies the covenant : Jennifer Elias, “Google ‘Overwhelmingl y’ Dominates
Search Market, Antitrust Committee States,” CNBC, Oct. 6, 2020, www .cnbc.com/ 2020/ 10/ 06/
google-overwhelmingly-dominates-search-market-house-committee-finds.html .
GO TO NOTE REFERENCE IN TEXT
Commands more than 80 percent of internet search: Paresh Dave, “United States vs Google
Vindicates Old Antitrust Gripes from Microsoft,” Reuters, Oct. 21, 2020, www .reuters.com/ article/
us-tech-antitrust-google-microsoft-idCAKBN27625B .
GO TO NOTE REFERENCE IN TEXT
News Corp has been protesting Google’ s free riding : Lauren Feiner , “Google Will Pay News Corp
for the Right to Showcase Its News Articles,” CNBC, Feb. 17, 2021, www .cnbc.com/ 2021/ 02/ 17/
google-and-news-corp-strike-deal-as-australia-pushes-platforms-to-pay-for -news.html .
GO TO NOTE REFERENCE IN TEXT
Yelp has been camp aigning to rein in Google’ s power : Mat Hona n, “Jeremy Stoppelman’ s Long
Battle with Google Is Finally Paying Off,” BuzzFeed News, Nov. 5, 2019, www .buzzfeednews.com/
article/ mathonan/ jeremy-stoppelman-yelp .
GO TO NOTE REFERENCE IN TEXT
Naspers became an internet powerhouse : John McDuling, “The Former Mouthpiece of Apartheid
Is Now One of the World’ s Most Successful Tech Investors,” Quartz, Jan. 9, 2014, qz.com/ 161792/
naspers-africas-most-fascinating-company .
GO TO NOTE REFERENCE IN TEXT
Occasionally , Google breaks the covenant : Scott Cleland, “Goo gle’s ‘Infringenovation’ Secrets,”
Forbes, Oct. 3, 2011, www .forbes.com/ sites/ scottcleland/ 2011/ 10/ 03/ googles-infringenovation-
secrets/ .
The Battle for AI Control
- Tech giants and media companies are increasingly litigating how AI models ingest and profit from proprietary data without compensation.
- Artists and creators are launching legal challenges to determine if AI training constitutes copyright infringement or human-like learning.
- Major internet platforms like Reddit are restricting API access to force AI developers to pay for the vast amounts of data they harvest.
- Regulatory discussions are intensifying globally, with proposals ranging from a total six-month research pause to the creation of new government oversight agencies.
- The text highlights a growing movement toward 'data dividends,' where users and creators would be paid for the personal and professional information AI requires.
‘Not for Machines to Harvest’: Data Revolts Break Out Against A.I.
TO NOTE REFERENCE IN TEXT
Naspers became an internet powerhouse : John McDuling, “The Former Mouthpiece of Apartheid
Is Now One of the World’ s Most Successful Tech Investors,” Quartz, Jan. 9, 2014, qz.com/ 161792/
naspers-africas-most-fascinating-company .
GO TO NOTE REFERENCE IN TEXT
Occasionally , Google breaks the covenant : Scott Cleland, “Goo gle’s ‘Infringenovation’ Secrets,”
Forbes, Oct. 3, 2011, www .forbes.com/ sites/ scottcleland/ 2011/ 10/ 03/ googles-infringenovation-
secrets/ .
GO TO NOTE REFERENCE IN TEXT
The AI is like a human artist : Blake Brittain, “AI Companies Ask U.S. Court to Dismiss Artists’
Copyright Lawsuit,” Reuters, April 19, 2023, www .reuters.com/ legal/ ai-companies-ask-us-court-
dismiss-artists-copyright-lawsuit-2023-04-19/ .
GO TO NOTE REFERENCE IN TEXT
Internet services curtail their API access: Uma r Shakir, “Redd it’s Upcoming API Changes Will
Make AI Companies Pony Up,” Verge, April 18, 2023, www .thever ge.com/ 2023/ 4/18/ 23688463/
reddit-developer -api-terms-change-monetization-ai .
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Happening today with “content farms ”: Sheera Frenkel and Stuart A. Thompso n, “ ‘Not for
Machines to Harvest’: Data Revolts Break Out Against A.I.,” New York Times, July 15, 2023,
www .nytimes.com/ 2023/ 07/ 15/ technology/ artificial-intelligence-models-chat-data.html .
GO TO NOTE REFERENCE IN TEXT
Content to supplem ent AI training data: Tate Ryan-Mosley , “Junk Websites Filled with AI-
Generated Text Are Pulling in Money from Programmatic Ads,” MIT Technology Review , June 26,
2023, www .technologyreview .com/ 2023/ 06/ 26/ 1075504/ junk-websites-filled-with-ai-generated-text-
are-pulling-in-money-from-programmatic-ads/ .
GO TO NOTE REFERENCE IN TEXT
Shouldn’t creators get paid : Gregory Barber , “AI Needs Your Data—a nd You Should Get Paid for
It,” Wired, Aug. 8, 2019, www .wired.com /story/ai-needs-data-you-should-get-paid/ ; Jazmine Ulloa,
“Newsom Wants Companies Collecting Personal Data to Share the Wealth with Californians,” Los
Angeles Times, May 5, 2019, www .latimes.com/ politics/ la-pol-ca-gavin-newsom-california-data-
dividend-20190505-story .html .
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Try to contain AI through regulation : Sue Halpe rn, “Congress Really Wants to Regulate A.I., but
No One Seems to Know How ,” New Yorker , May 20, 2023, www .newyorker .com/ news/ daily-
comment/ congress-really-wants-to-regulate-ai-but-no-one-seems-to-know-how .
GO TO NOTE REFERENCE IN TEXT
Government certific ation process : Brian Fung, “Microsoft Leaps into the AI Regulation Debate,
Calling for a New US Agency and Executive Order ,” CNN, May 25, 2023, www .cnn.com/ 2023/ 05/
25/ tech/ microsoft-ai-regulation-calls/ index.html .
GO TO NOTE REFERENCE IN TEXT
Calling for a six-month pause on all AI resear ch: Kari Paul, “Letter Signed by Elon Musk
Demanding AI Research Pause Sparks Controversy ,” Guar dian, April 1, 2023 ,
www .theguardian.com/ technology/ 2023/ mar/ 31/ ai-research-pause-elon-musk-chatgpt .
GO TO NOTE REFERENCE IN TEXT
Developing compr ehensive AI regulatory frameworks : “Blueprint for an AI Bill of Rights,” White
House, Oct. 2022, www .whitehouse.gov/ wp-content/ uploads/ 2022/ 10/ Blueprint-for -an-AI-Bill-of-
Rights.pdf ; Billy Perrigo and Anna Gordon, “E.U. Takes a Step Closer to Passing the World’ s Most
Comprehensive AI Regulation,” Time, June 14, 2023, time.com/ 6287136/ eu-ai-regulation/ ; European
Commission, “Propos al for a Regulation Laying Down Harmonised Rules on Artificial Intelligence,”
Shaping Europe’ s Digital Future, April 21, 2021, digital-strategy .ec.europa.eu/ en/ library/ proposal-
regulation-laying-down-harmonised-rules-artificial-intelligence .
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Conclusion
If you want to build a ship: Paraphrase of a quote widely attributed to Antoine de Saint-Exupéry ,
Quote Investigator , Aug. 25, 2015, quoteinvestigator .com/ 2015/ 08/ 25/ sea/.
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OceanofPDF .
The Architecture of Decentralization
- The document traces the technological evolution from early internet foundations like ARPANET to modern blockchain-based systems.
- It introduces the 'attract-extract cycle' to describe how centralized platforms eventually prioritize profit over user interests.
- Blockchain networks are positioned as a 'Goldilocks zone' that achieves decentralization without sacrificing necessary scale.
- The intersection of Artificial Intelligence and blockchain is explored through themes of regulation, monetization, and content ownership.
- Concepts like 'composability' and 'tokenomics' are presented as the building blocks for the next generation of social networks and digital spaces.
If you want to build a ship: Paraphrase of a quote widely attributed to Antoine de Saint-Exupéry ,
Regulation Laying Down Harmonised Rules on Artificial Intelligence,”
Shaping Europe’ s Digital Future, April 21, 2021, digital-strategy .ec.europa.eu/ en/ library/ proposal-
regulation-laying-down-harmonised-rules-artificial-intelligence .
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Conclusion
If you want to build a ship: Paraphrase of a quote widely attributed to Antoine de Saint-Exupéry ,
Quote Investigator , Aug. 25, 2015, quoteinvestigator .com/ 2015/ 08/ 25/ sea/.
GO TO NOTE REFERENCE IN TEXT
OceanofPDF .com
Index
The page numbers in this index refer to the printed version of the book.
Each link will take you to the beginning of the corresponding print page.
You may need to scroll forward from that location to find the corresponding
reference on your e-reader .
A B C D E F G H I J K L M N O P Q R S T U V W X
Y Z
A
ActivityPub, 159, 160
Advanced Research Projects Agency (ARP A), 8, 10
advertising on internet, xv, 210
Airbnb, 140
algorithmic stablecoins, 76
Alphabet. See Google
Amazon
abuses of power by , xviii
as anticompetitive, xvii–xviii
cost structure of, 112–13
eBay’ s advantages over , 32
take rate of, 117
anonymity on blockchains, 61–62
anticompetitiveness, ix, xvii–xviii
Apple, xviii, 44, 114–15 , 118. See also iPhone
application layer “stack,” 11
application programming interface (API)
described, 20
internet payments built on blockchain networks and, 215
Netflix and, 38
RSS and, 25
successful providers, 109
Twitter ’s open, 22
two-way use of web and, 30
apps and smartphones, xvi–xvii , 50, 135, 186–87
App Store, xviii, 44
Aptos, transactions per second, 90
ARPANET , 8, 9
art
AI and, 206, 219
modding and, 104
NFTs and, 72, 77, 203–4
software as, xx, 53, 106
artificial intelligence (AI)
art and, 206, 219
content creators and, 219–21
funding, 84, 229
gestation period of, 186
growth of, 51
one-boxing and, 218
regulation of, 222–25
“attack surface,” 64–65
attention-monetization dilemma, 198–99 , 200, 201
“attestations,” 223–24
attract-extract cycle, 42–43 , 104
Auction Web, 32
authentication, described, 62
automation, 4
B
bait-and-switch, 37, 43
Barlow , John Perry , 8–9
Bengio, Yoshua, 223
Berners-Lee, Tim, 11, 53, 159
Bezos, Jef f, 112
Big Tech. See also specific companies
blockchains and, 52, 54, 85
growth of, xiv
innovation and, xv
startups and, xv, xvii, 84, 135–36
treatment of users by , xiv–xv , 139
virtual reality and, 51
Bitcoin
commitments made by , 68
creation of, 151
decentralization of, 161, 175, 177
energy consumption by , 60
as first blockchain network, 87
as fungible token, 74
internet payment system built on top of, 213–14
invention of blockchain and, 55
miners, 57
parody of, 137–38
programming language of, 58
security , 65
transactions per second, 90
blockchain networks. See also tokenomics ; tokens
advantages of, over earlier network architectures, xxiii–xxiv
AI content payments using, 221
American share of software developers, xxviii
anonymity on, 61–62
arguments against, 147–48
benefit of building on, 91–92
blockchains as core of, 87
centralization of, 92, 94
comparison to cities, 95, 97
composability and, 110, 228
content creators and, 210, 221
control of supply of and demand for tokens, 144–47
core services, 92, 94
decentralization of, 94–95 , 97–98
development of, 91
Dogecoin, 137–38
downward price competition among, 121
economic winners in, 132
financial core, 95
first, 87
funding, 59, 109–10 , 136, 153, 178
future of, 187–88
game theory and, 91
as in “Goldilocks zone,” 92
governance of, 118–19 , 165–67
hardware-software power relationship in, xxiii
as having architecture for building future networks, 227–29
importance of tokens, 79
importance of “treasuries” on, 79
internet payments using, 213–16 , 221
internet scale operation of, 90
media coverage of, 171–72
metaverse and, 196–98
names and, 119
open-source software, 119
ownership and, 87, 140
platform-app feedback loops can be supported by , 228
risk of recentralization and, 120–21 , 174
service commitments made by , 109
social networks and, 187, 193–94
Decentralized Network Architecture
- Blockchains are characterized as a new software abstraction layer that manages power relationships between software and hardware.
- The distinction between 'casino culture' and 'computer culture' underscores the divide between speculative financial activity and meaningful software creation.
- Composability is highlighted as a critical software property that allows for the creation of interoperable systems like the metaverse.
- Ownership through tokens and NFTs is presented as a solution to the 'bootstrap problem' for emerging decentralized networks.
- The text explores the risk of recentralization and how blockchain 'network constitutions' aim to prevent anti-competitive behaviors.
RSS as symbol of defiance against
tware power relationship in, xxiii
as having architecture for building future networks, 227–29
importance of tokens, 79
importance of “treasuries” on, 79
internet payments using, 213–16 , 221
internet scale operation of, 90
media coverage of, 171–72
metaverse and, 196–98
names and, 119
open-source software, 119
ownership and, 87, 140
platform-app feedback loops can be supported by , 228
risk of recentralization and, 120–21 , 174
service commitments made by , 109
social networks and, 187, 193–94
software development by , 129, 130–31
software-hardware power relationship in, 87–88
storage of “attestations” on, 223–25
strengths and weaknesses of architecture, 93
take rates of, 92, 113, 118–22 , 124–25 , 126
treatment of users by , 140
blockchains. See also tokenomics ; tokens
accessibility ethos of, 66
“attack surface” in, 64–65
Big Tech and, 52, 54, 85
blocks in state transitions, 58
as outside-in technology , 54–55
commitments about future behavior , 66–67
as computers, xxiii, 56
consensus processes in, 57–58 , 63
as core of blockchain networks, 87
crypto and, 61–62
cryptography and, 57
development of, 55
digital signatures in, 62–63
effect on environment of, 60, 61
“enterprise,” 70
federated networks and, 161
manipulability of software of, 67
multiplayer nature of, 70–71
as network constitutions, 164
operation of, 57
ownership on, 73, 79
participation in, 59
physical computers in, 56–57
potential applications of, 68
programming languages of, 58
properties of, 66–67
punishment for dishonesty , 63
security of, 56–57 , 62–65
as software abstraction on top of physical devices, 56
software-hardware power relationship in, xxiii
transactions per second, 90
transparency of, 61–62 , 66
as “trustless,” 63, 64
Bluesky , 159
bootstrap problem, 132–34 , 144
bots, 20
Brin, Ser gey, 53
Buffett, Warren, 147
C
casino culture, xxv, 171, 172
“The Cathedral and the Bazaar” (Raymond), 110–1 1
CCP Games, 142
centralization. See also decentralization
of blockchain networks, 92, 94
innovation and, xix
of internet, xix, 6–7
risk of recentralization of blockchain networks, 120–21 , 174
RSS as symbol of defiance against, 23
Cerf, Vint, 10
ChatGPT , 158, 218
Christensen, Clayton, 82–84 , 122
Circle, 75
Clark, David, 155
clients, 11–12 , 17
Cloud technology , 54
The Cluetrain Manifesto, 128
collaborative storytelling, 208–10
commodities, 174, 175, 177
commoditization, 122–24
Commodity Futures Trading Commission (CFTC), 177
complements
business use definition of, 34–35
commoditization and, 124
corporate networks and, 35–36 , 38–42
as frenemies, 35
network growth and, 40–42
of social networks, 36–38
composability
in blockchain metaverse, 197
of blockchain networks, 228
described, 83
internet payments built on blockchain networks and, 215
open-source software and, 106–10
reusability and, 85, 107–8
of software, 83, 85, 106–10
storage of “attestations” on blockchain networks and, 224
wisdom of crowds and, 108
computer chips, transistors on, 49, 50
computer culture, characteristics of, xxv, 171
computers
as ability accelerators, xx
blockchains as, xxiii, 56
changes in definition of, 56
consensus in next advancements in, 51–52
defining, 55–56
history of, 185
physical, in blockchains, 56–57
software-hardware power relationship in, xxiii, 87–88
content creators
AI and, 219–21
attention-monetization dilemma and, 198–99
“attestations” by , 223–25
blockchain networks and, 210
collaborative, 208–10
corporate networks and, 38–40 , 190
email use by , 19
low take rates for , 114, 191–92
micropayments and, 214–15
NFTs and, 203–5 , 207
ownership and, xiii
as primary complement of social networks, 36, 37
revenue maximization of social networks and, 36–37
tokens and, 130
“content farms,” 220
content moderation, 17
control
of anticompetitiveness, xix
in blockchains, 56–57 , 62–65 , 118–19
of names and naming, 14–16
ownership and, 72
of supply of and demand for tokens, 144–47
corporate networks.
Corporate Control and Decentralized Alternatives
- Corporate networks often follow an 'attract-extract' cycle, leveraging initial growth to later impose high take rates on creators.
- Blockchain technologies like Ethereum and Bitcoin offer alternative models of governance and security through decentralized architectures.
- The rise of DeFi networks introduces sophisticated mechanisms for managing token supply and demand via fees and programmed rules.
- Historical protocol networks like email represent a more transparent, federated model that centralized corporate platforms eventually eclipsed.
bait-and-switch strategy , 43
10
corporate networks and, 38–40 , 190
email use by , 19
low take rates for , 114, 191–92
micropayments and, 214–15
NFTs and, 203–5 , 207
ownership and, xiii
as primary complement of social networks, 36, 37
revenue maximization of social networks and, 36–37
tokens and, 130
“content farms,” 220
content moderation, 17
control
of anticompetitiveness, xix
in blockchains, 56–57 , 62–65 , 118–19
of names and naming, 14–16
ownership and, 72
of supply of and demand for tokens, 144–47
corporate networks. See also social networks ; specific networks
access of software developers to, 19–20
access to capital of, 25, 31
attract-extract cycle and, 42–43 , 104
bait-and-switch strategy , 43
basic facts about, xxi
bootstrap problem and, 133
commitments made by , 68–69
competition to RSS from, 22–24
complements and, 35–36 , 38–42
composability and, 110
content creators and, 38–40 , 190
core services, 92
described, xxi
economic winners in, 132
effect of old legal structure on, 181
federated networks evolution into, 162–63
functionality of, 92
games and, 195–96
governance of, 156, 166
growth of internet and, 44, 229
internet payments using, 212
interoperability and, 16, 41–42 , 108–9
investment and, 19, 21
lack of transparency of, 43
logical and or ganizational centralization of, 94
mapping control in, 15–16
mobile phones and, 104
new product development for , 39–40
ownership on, 79–80
platform-app feedback loop and, 50–51
protocol networks failure against, xxvi–xxvii
security and, 64, 65
services of, 30–31 , 44
social networks as, 192
software development by , 128–30
software-hardware power relationship in, 88
startups and, 43
strengths and weaknesses of architecture, 20, 93
structure of, 30–31
take rates of, xvi, 19, 116–17 , 118, 124, 125, 126
treatment of users by , 139–40
use of tool as hook for growth, 32–33
users’ experience on, 160
crypto, xxv, 61–62
cryptocurrency , 75
cryptography , xxii, 57, 62
D
DARP A, 8, 10
Data General, 83
“data protectionism,” 39
decentralization. See also centralization
of Bitcoin, 175, 177
decentralized finance (DeFi) networks, 89
organizational, of blockchain networks, 94–95 , 97–98
RSS database need and, 24, 25
of social networks, 190–92
decentralized autonomous or ganizations (DAOs), 79, 95, 97
“Declaration of the Independence of Cyberspace” (Barlow), 9
deepfakes, 222–23 , 224
DeFi networks
bootstrap problem and, 133
gas and sink fees char ged by , 144–45
in internet “stack,” 89
monetary transactions and, 215–16
rules of, 121
scaling limits and, 90
take rates of, 126
token supply and, 145
as well-designed network for control of supply and demand for
tokens, 148–49
deplatforming, defined, xv
Diaspora, 21–22
Diem, 85
Digital Equipment Corporation, 83
digital signatures, 62–63
digital world, fusion of physical world with, 4–5
disruptive technologies, 82–84 , 85
DNS lookups, 14
Dogecoin, 137–38 , 140
domain name system (DNS), 13–16 , 19, 24, 155
Doom, 104
Dorsey , Jack, 158–59 , 161
DOS operating system, 102
E
eBay , 32
Einstein, Albert, 107
email
clients, 12
content creators and, 19
Gmail, 163
governance of, 155
network ef fect accrues to community , 17–18
platform-app feedback loop and, 50
success of, as protocol network, 26
transparency of, 43–44
encapsulation, 71–72 , 107
encryption, described, 62
“enterprise blockchains,” 70
environment and blockchains, 60, 61
Epic, xviii
Ethereum
combining of security sinks and access sinks by , 146
creation of, 151
fungible token use in, 76
gas and sink fees char ged by , 144–45
internet payment system built on top of, 214
in internet “stack,” 88–89
programming languages, 58
proof of stake ener gy consumption by , 60, 61
punishment for dishonesty and, 63
“rollups” “layer two” system, 91
security , 65
take rate of, 118
transactions per second, 90
“treasury” applications on, 79
validators, 109
as well-designed network for control of supply and demand for
tokens, 148
Ethereum Name Service (ENS), 119, 121
Eve Online, 142
F
Facebook.
Digital Networks and Governance
- The text catalogs the evolution of the internet from the early 'read era' to the current focus on ownership and blockchain-based networks.
- It contrasts the 'take rates' of centralized corporate giants like Facebook and Google with the decentralized models found in Ethereum and protocol networks.
- Governance is identified as a critical factor, comparing formal blockchain 'constitutions' against the informal or corporate structures of the past.
- The index highlights the shift in internet payment systems, moving from corporate-controlled models toward micropayments and blockchain stacks.
- Network design is presented as the primary determinant of power, influencing how supply and demand for digital tokens are managed.
Federation Is the Worst of All Worlds
6
gas and sink fees char ged by , 144–45
internet payment system built on top of, 214
in internet “stack,” 88–89
programming languages, 58
proof of stake ener gy consumption by , 60, 61
punishment for dishonesty and, 63
“rollups” “layer two” system, 91
security , 65
take rate of, 118
transactions per second, 90
“treasury” applications on, 79
validators, 109
as well-designed network for control of supply and demand for
tokens, 148
Ethereum Name Service (ENS), 119, 121
Eve Online, 142
F
Facebook. See also Meta
access of software developers to, 19–20
as competition to RSS, 24
crackdown on third-party companies, xvii
exporting of Google Contacts to, 39
rebranded, 73
take rate of, 113–14 , 118
value of, according to Reed’ s law , 6
Vine and, 20, 38
Zynga and, 42
fans and ownership, 207, 208, 209
“fantasy Hollywood,” 210
FarmV ille, 42
federated networks, 158–64
“Federation Is the Worst of All Worlds” (blog), 162
51 percent attacks, 65
financial networks, 126, 187
Fitzpatrick, Brad, 24–25
Freeman, Jo, 167
Freemium, 211
FreeSocial, 159
“Freeware: The Heart & Soul of the Internet” (O’Reilly), 102
Friend of a Friend, 159
FTX, xxv, 172
fungible tokens, 74, 75–76 , 197. See also Bitcoin
G
games, 72–73 , 104–5 , 141–42 , 194–98 , 199–203 , 211
game theory , 57, 91
Gartner consulting firm, 150
“gas,” 145
Gates, Bill, 101
GitHub, 106–7
GNU Social, 159
“Goldilocks zone,” 92
Google
abuses of power by , xviii
commoditization and, 122–23 , 124
content distribution by , 216–18
exporting of Contacts to Facebook, 39
Gmail and, 163
history of, 53
take rate of, 117
YouTube purchased by , 33–34
governance
in blockchain metaverse, 197
of blockchain networks, 118–19 , 165–67
blockchains as network constitutions, 164
of corporate networks, 156, 166
of DNS, 13–14 , 155
of email, 155
federated networks model, 158, 160
informal versus formal, 167
of internet, 154–55
nonprofit model and, 157–58
of protocol networks, 92, 154, 155, 166
“governance” sinks, 146
Graham, Benjamin, 153
Green, Hank, 114
H
Hafner , Katie, 11
“hard forking,” 63
hardware, power relationship of, with software in computers and
blockchains, xxiii, 87–88
hashes, 223
Heartbleed, 25–26
Helium, 134
Hirst, Damien, 78
HOSTS.TXT (Stanford Research Institute), 13
Howey test, 176
Hunch, 39
HTML (Hypertext Markup Language), 11
HTTP (Hypertext Transfer Protocol), 11
“hype cycle,” 150–51 , 179
hypervisor software, 56
I
IBM, 102
ICANN, 13–14 , 155
“The Inevitable Showdown Between Twitter and Twitter Apps” (Dixon),
39
information
democratization of, in “read era,” xxi–xxii
greater exchange of, richer network is, 6
state machines and, 55
innovation. See also content creators
attract-extract cycle and, 42–43
Big Tech and, xv
centralization of web and, xix
free exchange of ideas on early internet and, 8
ownership and, 81
ownership as motivator of, 20
preconceived notions and, 68
protocol networks and, 18
regulation and, 179
use of technology and, 28
inoperability and modding, 104
inside-out path of advancement in technology , 52, 54
Instagram, 33, 113–14
Intel, 124
internet
accessibility ethos of early , 66
advertising on, 210
copying as core activity of, 198
corporate networks and growth of, 44
current dominant core services of, 23
DNS and, 13–16
eras, xxi–xxii
governance of, 154–55
hardware-software power relationship in, xxiii
history of, xiii–xiv , 8–9, 13–14 , 19–24 , 25–26 , 28–30 , 38, 39,
44–45 , 74, 105, 186
music industry and, 201, 202
network design as determining power of, xxi
ownership and, 79–80
reinventing, for future, 225–29
software basis of, xix–xx
“stack,” 102
web versus, 11
Internet Corporation for Assigned Names and Numbers (ICANN), 13–14
Internet Engineering Task Force (IETF), 155
Internet of Things, 5
internet payments
blockchain networks for , 213–16
corporate networks for , 212
micropayments, 214–15
models, 210–12
protocol networks for , 212–13
internet protocol (IP), 10, 12–13 , 14–15 , 102
internet “stack,” 9–11, 88–89 , 102, 125, 126
interoperability
in blockchain met
Evolution of Digital Networks
- The index outlines the core technical architecture of the internet, including the 'stack' and protocols like TCP/IP and DNS.
- It tracks the movement from early decentralized protocols toward consolidated corporate networks like Apple's iPhone and Meta.
- Blockchain networks are presented as a means to reinvent the internet's future through decentralized naming and micropayment models.
- Key industry concepts such as Metcalfe's Law, Moore's Law, and the 'Lindy effect' are listed as factors in network growth.
- The text focuses on the tension between corporate take rates and the potential for interoperability in the emerging metaverse.
law of conservation of attractive profits
9–80
reinventing, for future, 225–29
software basis of, xix–xx
“stack,” 102
web versus, 11
Internet Corporation for Assigned Names and Numbers (ICANN), 13–14
Internet Engineering Task Force (IETF), 155
Internet of Things, 5
internet payments
blockchain networks for , 213–16
corporate networks for , 212
micropayments, 214–15
models, 210–12
protocol networks for , 212–13
internet protocol (IP), 10, 12–13 , 14–15 , 102
internet “stack,” 9–11, 88–89 , 102, 125, 126
interoperability
in blockchain metaverse, 197–98
corporate networks and, 16, 41–42 , 108–9
federated networks and, 162–63
mobile phones and, 103
services and, 30, 104
InterStellar Kredits, 142
investment(s). See also venture capital
in blockchain networks, 92
in blockchains, 59
in corporate networks, 19, 21, 25, 31
in development of new technologies, 84
DNS and, 16
limited liability corporations and, 180
ownership as motivator of, 20
protocol networks and, 18–19
RSS and, 25, 34
iPhone
Apple’ s take rate, 114–15 , 118
apps and success of, 50
as disruptive technology , 84
increase in networks and, 44
interoperability and, 103
Safari browser , 123
transistors on, 50
J
Jabber , 21, 22
Jobs, Steve, xx, 53, 142
Joy, Bill, 40, 108
K
Kahn, Robert, 10
Kamvar , Sep, 53–54
Kay, Alan, 27–28
Kelly , Kevin, 189–90
keys, private versus public, 62
L
language and protocols, 9
“law of conservation of attractive profits,” 122
“layer two” systems, 91
Libra, 85
Lightning, 213
limited liability corporations (LLCs), 179–81
“Lindy ef fect,” 44
Linux, 26, 50, 54, 55, 105, 110, 124
LiveJournal, 24
Louis Vuitton, NFT s created by , 77–78
Lyft, 140
Lyon, Matthew , 11
M
MacManus, Richard, 30
Madrigal, Alexis, 103
Maker , 76
mapping, 14–16
Marlinspike, Moxie, 120, 121
mashups, 103
Mastodon, 159
McAfee, 21
McCulloch, Warren, 186
memecoins, 137–38 , 140
Meta, 73, 81–82 , 85, 117. See also Facebook
metaverse, 195–98
Metcalfe, Robert, 6
Metcalfe’ s law , 5–6, 41
Microsoft, 36, 101, 102
Midjourney , 218, 219
mobile phones. See also iPhone
apps and, xvi–xvii , 50, 135, 186–87
corporate networks and, 104
interoperability and, 103
payments for calls and texts, 214
reasons for success of, 49–50 , 51
Mockapetris, Paul, 13
modding, 104–5
Moore, Gordon, 49–50
Moore’ s law , 49, 50, 51
Mosaic, 11
Mozilla, 158
music industry , 201, 202, 204–5
Musk, Elon, 137, 223
N
Nakamoto, Satoshi, 55, 59, 68, 87
names/naming
as avatars, 12
on blockchain networks, 119
decoupling, from services in protocol networks, 19
DNS, 13–16 , 19, 24, 155
internet protocol addresses for computers, 12–13
market for domain, 16
network’ s versus user ’s control of, 14–16
redirecting between IP address and, 14–15
registration of, 14
social networks as owners of, 73
native technology , 29–30 , 68
native tokens, 129, 178
Netflix API, 38
“net neutrality ,” xix–xx
Netscape, 158
networks.
The Evolution of Network Ownership
- The internet has transitioned through historical stages categorized as the 'read,' 'read-write,' and current 'read-write-own' eras.
- Protocol networks offer a decentralized alternative to corporate networks, aiming to solve issues of internet centralization and platform risk.
- Non-fungible tokens (NFTs) act as digital containers for ownership, creating new monetization and control opportunities for art, music, and gaming creators.
- Open-source software principles and composability are vital to blockchain networks, allowing developers to build on and 'mod' existing codebases.
- The value and growth of digital networks are governed by principles like Metcalfe’s Law and the 'snowball effect' of user adoption.
democratization of ownership, in “read-write-own era,” xxii
N
Nakamoto, Satoshi, 55, 59, 68, 87
names/naming
as avatars, 12
on blockchain networks, 119
decoupling, from services in protocol networks, 19
DNS, 13–16 , 19, 24, 155
internet protocol addresses for computers, 12–13
market for domain, 16
network’ s versus user ’s control of, 14–16
redirecting between IP address and, 14–15
registration of, 14
social networks as owners of, 73
native technology , 29–30 , 68
native tokens, 129, 178
Netflix API, 38
“net neutrality ,” xix–xx
Netscape, 158
networks. See also blockchain networks ; corporate networks ; protocol
networks
basic facts about, 5
building new non-corporate, as solution for centralization of internet,
7
complements and growth of, 40–42
design of, xxi, 30
financial, 126, 187
as mediators with “real world,” 4–5
Metcalfe’ s law and, 5–6
neural, 223
Reed’ s law and, 6
“S-curve” of adoption of, 40–42
snowball ef fect, 6–7
types of, xv, xxi
ubiquity of, xv
value of, 5–6
Nike, NFT s created by , 78
nodes, 5–6, 12, 41, 88
non-fungible tokens (NFT s)
art and, 72, 77, 203–4
as container for representing ownership, 203
content creators and, 203–5 , 206, 207
described, 74
music industry and, 204–5
uses of, 76–78
metaverse and, 197
video games and, 203
nonprofit network model, 157–58
Novi, 85
O
Oculus VR, 84
off-chain governance, 164–65 , 166
on-chain governance, 165–66
“1,000 True Fans” (Kelly), 189–90
“one-boxing,” 218
opacity
of blockchains, 61–62 , 66
corporate networks’ lack of, 43
of protocol networks, 43–44
OpenAI, 84, 158
OpenSea, 118, 121
OpenSocial, 21, 22
open-source software
beginning of, 54
of blockchain networks, 119
composability , 106–10
funding, 25–26 , 108
Linux, 26, 50, 54, 55, 105, 110, 124
modding, 105
Netscape, 158
RSS, 22–24 , 25, 34, 162
software pricing and, 102
Open Systems Interconnection model (OSI), 9
Optimism, in internet “stack,” 89
O’Reilly , Tim, 102
organic content, 37
outside-in path of advancement in technology , 52–53 . See also
blockchains
ownership
in blockchain networks, 87
on blockchains, 73, 79
by community of blockchain networks, 140
content creators and, xiii
control and, 72
on corporate networks, 79–80
democratization of, in “read-write-own era,” xxii
DNS and, 16
fans and, 207, 208, 209
internet and, xiii–xiv , 79–80
as motivator for investors, 20
of names on social networks, 73
NFTs as container for representing, 203–5
positive ef fects of, 80–81
on protocol networks, 17–18
in “real” world, 80–81
speculation and, 16
tokens as representing, 72, 87, 136
trading and, 178
P
Page, Larry , 53
pay-as-you-go model, 76
payment networks, take rates of, 115
PCs, 83
Perez, Carlota, 150
perimeter security model of corporate networks, 64
phishing, 20–21
physical world, fusion of digital world with, 4–5
Pitts, Walter, 186
platform-app feedback loops, 36, 50–51 , 101, 228
platform risk, 39
Polygon, in internet “stack,” 89
Postel, Jon, 11, 13
privacy , xiv–xv , 162
programming languages, of blockchains, 58
programs, defined, 55–56
promoted content, 37
proof of stake (POS), 60
energy consumption, 61
proof of work, 59–60
protocol coups, 22–24 , 162, 163–64
protocol networks
access to capital of, 25, 34
basic facts about, xxi
benefits of, 17–20
components of, 12
described, xxi
failure of, against corporate networks, xxvi–xxvii , 227
governance of, 92, 154, 155, 166
innovation and, 18
internet payments using, 212–13
mapping control in, 14–15
new ones in last thirty years, 44–45
ownership and, 80
social networks as, 159–60
software development by , 128–29
software-hardware power relationship in, 87–88
strengths and weaknesses of architecture, 93
success of email and web as, 26
take rates of, 18, 116, 124–25 , 191
transparency of, 43–44
protocol(s)
clients and, 11–12
evolution of definition of, 9
internet “stack” and, 9–11, 102
need to be unopinionated, 17
RSS, 22–25 , 34
public key cryptography , 62
publishing, democratization of, in “read-write era,” xxii
R
Raymond, Eric, 110–1 1
“read era,” xxi–xxii , 28, 29–30 , 74
“read-write era,” xxii, 30, 74
“read-wr
Evolution of the Digital Stack
- The text tracks the shift from the static 'read era' to the 'read-write-own' era, emphasizing user ownership in modern networks.
- It highlights the tension between open protocols like RSS and the centralized control exerted by dominant corporate social platforms.
- Software construction is discussed through the lens of 'composability,' where reusability enables complex, bottom-up collaborative development.
- The role of regulation is analyzed, focusing on how the SEC classifies tokens and the potential impact of AI attestations.
- Platform economics are explored via 'take rates,' which measure the portion of value captured by a network from its participants.
as symbol of defiance against centralized web
rdware power relationship in, 87–88
strengths and weaknesses of architecture, 93
success of email and web as, 26
take rates of, 18, 116, 124–25 , 191
transparency of, 43–44
protocol(s)
clients and, 11–12
evolution of definition of, 9
internet “stack” and, 9–11, 102
need to be unopinionated, 17
RSS, 22–25 , 34
public key cryptography , 62
publishing, democratization of, in “read-write era,” xxii
R
Raymond, Eric, 110–1 1
“read era,” xxi–xxii , 28, 29–30 , 74
“read-write era,” xxii, 30, 74
“read-write-own era,” xxii, 74
ReadW riteW eb, 30, 44
Ready Player One, 194
“real world,” networks as mediators with, 4–5
recentralization risk, 120
Reed, David, 6
Reed’ s law , 6
regulation
of AI, 222–25
“attestations” instead of, 223–25
to control anticompetitiveness, xix
innovation and, 179
of securities, 173, 174, 175, 176, 177
of tokens, 173, 174–77 , 178–79
reusability , in composability , 85, 107–8
“rollups,” 91
RSS (“really simple syndication”)
access to capital of, 25, 34
database needs of, 24, 25
described, xxvi, 22
DNS and, 24
as symbol of defiance against centralized web, 23
Twitter and, 22–24 , 162
S
Schumpeter , Joseph, 150
“S-curve” of growth, 40–42
Scuttlebutt, 159
securities
described, 173
regulation of, 173, 174, 175, 176, 177
tokens as, 174, 176
Securities and Exchange Commission (SEC), 176, 177
servers, 17, 162
server -side software, 102
services. See also specific networks
blockchain networks commitment and, 109
code and behavior of, xx
content moderation and, 17
core blockchain, 92, 94
corporate networks and, 30–31 , 44
current dominant core internet, 23
decoupling names from, 19
effect on society of, 4
internet “stack” and, 102
interoperability and, 30, 104
legal terms of agreement, xv, 67, 68
ownership and, 79–80
shift to, by technology companies, 102–3
shadowbanning, defined, xv
Shapiro, Joel, 124
Sheffield, Cuy , 210
Shopify , 211
signatures, digital, 62–63
sink fees, 144–45
SiteAdvisor , 21
skeuomorphic technology , 28, 68
smartphones. See also iPhone ; mobile phones
SMTP (Simple Mail Transfer Protocol), 11
Snow Crash (Stephenson), 195
Social, 159
social media
beginning of, 54
game-related content on, 200
importance of, 4, 85
take rates of lar ge networks, 113–14 , 118
YouTube, 32–34 , 113–14 , 118, 133
social networks. See also specific networks
bait and switch strategy , 37
blockchain infrastructure as basis of, 187, 193–94
building startups on top of, 38
complements and, 36–37
content creators and, 36–37
effects of decentralization of, 190–92
funding, 39
governance of, 156
importance of, xvii, 190
independent/third-party software developers and, 37–38
internet “stack” of, 125, 126
as most significant class of corporate networks, 156
NFT identifiers in, 78
ownership of names on, 73
platform-app feedback loops and, 36
as protocol networks, 159–60
revenue maximization by , 36–37
revenue of five lar gest, xvi
success of corporate, 192
take rates of, 113–14 , 190, 191
third-party software developers and, 37–38
transition from open to closed, 39
social technologies
as multiplayer , 70
simplifying assumptions needed by , 71
“social video,” 32
software
access of developers of, to corporate networks, 19–20
as art, xx, 53, 106
as basis of internet and regulation, xix–xx
blockchain networks’ funding development of, 129
blockchains as “virtual computers” based on, 56
bottom-up, collaborative method of development of, 98
complexity of, 71
composability , 83, 85, 106–10
construction as cathedral or bazaar , 110
decentralized social networks and development of, 192
design consequences, 3
development by corporate vs.
The Economics of Software Networks
- Software is presented as both art and a regulatory foundation, developed through diverse methods ranging from corporate 'cathedrals' to collaborative 'bazaars.'
- 'Take rates' are used to measure and compare the economic extraction of corporate platforms versus the more equitable decentralized protocol networks.
- Tokenomics involves the design of incentives and supply controls to facilitate network security and positive user behavior.
- Disruptive technology and blockchain ownership allow startups to challenge the gatekeeping dominance of established Big Tech companies.
- The growth of new technologies often follows an 'S-curve' involving cycles of speculation and financial capital revolutions.
casino culture and, xxv
, 71
“social video,” 32
software
access of developers of, to corporate networks, 19–20
as art, xx, 53, 106
as basis of internet and regulation, xix–xx
blockchain networks’ funding development of, 129
blockchains as “virtual computers” based on, 56
bottom-up, collaborative method of development of, 98
complexity of, 71
composability , 83, 85, 106–10
construction as cathedral or bazaar , 110
decentralized social networks and development of, 192
design consequences, 3
development by corporate vs. protocol networks, 128–30
encapsulation and, 71–72
encoding immutable governance rules in, 164, 166–67
funding open-source, 25–26 , 108
hypervisor , 56
independent/third-party developers of, 37–38
manipulability of blockchains’, 67
“net neutrality” and, xix–xx
open-source, 26, 50, 54, 55, 105, 110, 124
power relationship with hardware in computers and blockchains,
xxiii, 87–88
pricing, 102
server -side, 102
Solana, 89, 90
spam, 20, 39–40
speculation
banning of tokens and, 177
casino culture and, xxv
as cycle in tech-driven economic revolutions, 150–51
in domain names, 16
memecoins and, 138
Spolsky , Joel, 124
spyware, 20–21
stablecoins, 75–76
algorithmic, 76
Stanford Research Institute (SRI), 13
startups
Big Tech companies as gatekeepers and, xv, xvii, 84, 135–36
blockchains and, 54–55
building, on top of Twitter , 38–39
building on top of social networks, 38
corporate networks and, 43
“one-boxing” and, 218
ownership and, 81
venture capital and, 32
state machines, 55–56
state transitions, 58
StatusNet, 159
Stephenson, Neal, 194–95
Stone, Andrew , 38
Stoppelman, Jeremy , 217
subscription messaging. See RSS (“really simple syndication”)
Substack, 19, 191
substitutes, business use definition of, 34
Sui, transactions per second, 90
sustaining technologies, 83–84
Sweeney , Tim, 196
T
take rates
Apple, 114–15 , 118
in blockchain metaverse, 197
of blockchain networks, 92, 113, 118–22 , 124–25 , 126
of corporate networks, xvi, 19, 116–17 , 118, 124, 125, 126
defined, xvi
effective, 116
effect of low , on content creators, 191–92
of lar ge social media networks, 113–14
multiplier ef fect of low , 191
of payment networks, 115
of physical goods marketplaces, 115–16
of protocol networks, 18, 116, 124–25 , 191
of social networks, 113–14 , 118, 190, 191
Technological Revolutions and Financial Capital (Perez), 150
technology
disruptive, 82–84 , 85
inside-out path of advancement in, 52, 54
native, 29–30 , 68
outside-in path of advancement, 52–53
“S-curve” of growth, 40
skeuomorphic, 28, 68
sustaining, 83–84
tech giants missing new trends, 81–82
ways of using, 27–28
tech stacks, commoditization of layer in, 122–24
telecom, 133–34
telephone and Western Union, 82–83
“Terms of Service,” xv, 67, 68
Terra, 76
theory of disruptive technology , 82–83
Thiel, Peter , 3–4
“Thoughts on the Social Graph” (Fitzpatrick), 24–25
Threads, 159
Tiffany & Co., NFT s created by , 77–78
TikTok, 81–82 , 113–14
tokenomics
access sinks, 146
control of supply and demand for tokens, 144–47
cycles of tech-driven economic revolutions and, 150–51
defining, 141
“governance” sinks, 146
“hype cycle” and, 150–51 , 179
incentive structure design, 142–43 , 147
optimization of positive behaviors to promote network growth, 143–
44, 148–49 , 178–79
security sinks, 145–46
“staking,” 145
tokens.
Tokenomics and Digital Ownership
- Tokenomics involves designing incentive structures and managing supply-demand dynamics to promote positive network behaviors and growth.
- The text draws a sharp contrast between corporate networks, which rely on user surveillance and 'Terms of Service' control, and decentralized protocol networks.
- Tokens are presented as disruptive tools that solve the 'bootstrap problem' by providing funding for software development and representing digital ownership.
- Historical shifts in platforms like Twitter highlight the move from open ecosystems for developers to centralized environments with restricted third-party access.
- Blockchain governance relies on validators and mechanisms like 'staking' to create trustless systems that do not require centralized intermediaries.
the tyranny of structurelessness
houghts on the Social Graph” (Fitzpatrick), 24–25
Threads, 159
Tiffany & Co., NFT s created by , 77–78
TikTok, 81–82 , 113–14
tokenomics
access sinks, 146
control of supply and demand for tokens, 144–47
cycles of tech-driven economic revolutions and, 150–51
defining, 141
“governance” sinks, 146
“hype cycle” and, 150–51 , 179
incentive structure design, 142–43 , 147
optimization of positive behaviors to promote network growth, 143–
44, 148–49 , 178–79
security sinks, 145–46
“staking,” 145
tokens. See also Bitcoin ; non-fungible tokens (NFT s)
Big Tech and, 85
in blockchain networks, 76
in blockchains, 72, 73, 79
bootstrap problem and, 133, 134
in casino culture, 172
as commodities, 175, 177
as disruptive technology , 85
as funders of software development, 126
fungible tokens, 74, 75–76 , 197
importance of, to blockchains, 79
joke (memecoins), 137–38 , 140
method for determining fair value of, 149
native, 129, 178
off-chain governance and, 167
on-chain governance and, 165
ownership and, 72, 73, 87
proposed banning of, 177
redemption of stablecoins for dollars, 75
regulation of, 173, 174–77 , 178–79
as representing ownership, 136
as securities, 174, 176
as self-marketing, 135–37
software development by blockchain networks and, 129, 130–31
speculation in, 150, 177
as suf ficiently decentralized, 175, 176, 179
types of, 74
values assigned to, 77
Torres, Ritchie, 75
Torvalds, Linus, 53
trading, xxv, 178. See also tokenomics ; tokens
transistors, 49, 50
transparency
of blockchains, 61–62 , 66
corporate networks’ lack of, 43
of protocol networks, 43–44
“treasuries,” 78–79
“trustless,” as used in blockchain contexts, 63, 64
Turing, Alan, 55, 186
Turing test, 186
tweets, 4
Twitch, 200
Twittelator , 38
Twitter
access of software developers to, 19–20
building startups on top of, 38–39
crackdown on third-party companies, xvii
Dorsey on, 158–59
growth of, 195
rate of, 113–14
rebranded as X, 73
RSS and, 22–24 , 162
spam problem, 39–40
TikTok and, 81–82
“the tyranny of structurelessness,” 167
U
Uber , 140
Uniswap, 118, 138–39
U.S. Supreme Court, 176
USD Coin (USDC), 75
users
benefits from protocol networks to, 18
Big Tech’s surveillance of, xiv–xv
blockchain networks’ treatment of, 140
content moderation by , 17
corporate networks’ treatment of, 139
data privacy , xiv–xv , 162
decentralized social networks and, 192
as digital owners in blockchains, 73, 79
experience on corporate networks, 160
friction of use and, 120
versus network’ s control of names and naming, 14–16
personal data of, 114
as renters of virtual goods in games, 73
software-hardware power relationship in computers and, 87
“Terms of Service” legal agreements and, xv, 67, 68
Uniswap and, 138–39
V
validators
actions of, 57–58
blockchain networks and, 109–10
financial incentives for , 59, 60
proof of stake, 60
proof of work, 59–60
“staking” and, 145
token incentives for , 178
Varian, Hal, 124
venture capital
for applications built on top of social platforms, 39
corporate networks and, 21, 25, 31
dot-com crash and, 33
long hold periods of funds, xxv
spam issue and, 20
startups and, 32
video games, 72–73 , 104–5 , 141–42 , 194–98 , 199–203 , 211
video streaming, 32. See also YouTube
Vine, 19–20 , 38, 82
The V ine, 38
virtual reality (VR), 51, 84, 195, 229
W
“wallets,” 78, 79
web
API and two-way use of, 30
centralization of, xix
corporate networks’ interoperation with, 16, 41–42
internet versus, 11
platform-app feedback loop and, 50
searching on early , 20
success of, as protocol network, 26
transparency of, 43–44
Web 2.0 (read era of internet), 28, 29–30
“web3,” xxii
web clients, 11–12
websites, simplicity of design, 73–74
Western Union, 82–83
Wher e Wizards Stay Up Late (Hafner and L yon), 11
Wikipedia, 157–58 , 208, 209, 210
Windows and Microsoft, 36
wisdom of crowds and composability , 108
World Wide Web Consortium (W3C), 154–55
X
X (Twitter).
Index and Author Profile
- The index entries highlight the book's focus on the evolution of digital platforms, spanning from early web protocols to modern web3 and zero-knowledge proofs.
- Author Chris Dixon is a prominent general partner at Andreessen Horowitz and a leading voice in the venture capital world.
- Dixon founded a16z crypto, a division that grew from $300 million in 2018 to over $7 billion in committed capital for blockchain technologies.
- The author has a history of high-profile early investments in influential companies such as Coinbase, Oculus, Pinterest, and Stripe.
- A legal disclaimer clarifies that the author and his firm maintain financial interests in many of the companies and tokens discussed in the text.
Dixon founded and leads a16z crypto, a division of the firm that he has grown from $300 million in 2018 to more than $7 billion of committed capital dedicated to investing in crypto and blockchain technologies.
ation with, 16, 41–42
internet versus, 11
platform-app feedback loop and, 50
searching on early , 20
success of, as protocol network, 26
transparency of, 43–44
Web 2.0 (read era of internet), 28, 29–30
“web3,” xxii
web clients, 11–12
websites, simplicity of design, 73–74
Western Union, 82–83
Wher e Wizards Stay Up Late (Hafner and L yon), 11
Wikipedia, 157–58 , 208, 209, 210
Windows and Microsoft, 36
wisdom of crowds and composability , 108
World Wide Web Consortium (W3C), 154–55
X
X (Twitter). See Twitter
XML (extensible markup language), 22
Y
YouTube
bootstrap problem and, 133
as example of providing tool and users staying with network, 32–33
funding for , 33–34
Google’ s purchase of, 33–34
rate of, 113–14 , 118
Z
“zero knowledge proofs,” 62
Zuckerber g, Mark, 20
Zynga, 42
A B C D E F G H I J K L M N O P Q R S T U V W X
Y Z
OceanofPDF .com
About the Author
CHRIS D IXON is a general partner at the storied venture capital firm
Andreessen Horowitz, which he joined in 2013. There, he has invested in
Oculus (later acquired by Facebook), Coinbase, and other companies. He
also placed early bets on Kickst arter, Pinterest, Stack Overflow , and Stripe,
all of which have products in wide use today . Dixon founded and leads a16z
crypto, a divisio n of the firm that he has grown from $300 million in 2018
to more than $7 billion of committed capital dedicated to investing in
crypto and blockchain technologies. In 2022, he was ranked #1 on the
Forbes Midas List of the world’ s best venture capital investors.
Dixon has bachelor of arts and master ’s degrees in philosophy from
Columbia Unive rsity and an MBA from Harvard Business School, and he
founded two startups (acquired by McAfee and eBay). He grew up in Ohio
and lives in California.
Note: None of the foregoing is investment, business, legal, or tax
advice. Please note that the author is a general partner of a16z, an
investment adviser register ed with the U.S. Securities and Exchange
Commission. As of this writing, a16z and its affiliates maintain investments
in several of the companies, tokens, or blockchains discussed in this book. A
list of investments made by a16z is available at a16z.com/ investment-list/ .
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