After the dot com era of 1997-2001 a consensus emerged that "nobody will pay for web services". It was out of this consensus that the web 2.0 systems like Facebook, Twitter and Gmail were born.
Web 2.0 introduced a critical "moral hazard" in which the user of the web service was no longer the customer. They were merely bait for the real customers who were advertisers. This separation is the source of many of the problems of the current internet.
By making web services something which individuals or communities can run we can bring the interests back into line again and make advertising something not needed or which is peripheral rather than being the main concern.