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> It seems to require much less effort for folks, which is perhaps why they do this

It's also much easier to find readers.

Compare:

Facebook: become friends with your co-workers, now they see your picture

Blog: Please go to jupiter90000 (that's how many zeros?).blogspot.com to see my once a week pic updates!!

I agree, but this is not an inherent difference of the open web vs. a walled garden, only a difference of implementation of the software involved. Indeed, the developers of the Web and its browsers were aware of this problem, and they though that they had solved it, using something they called “Bookmarks”. Now, as implemented, bookmarks may not be easy enough, and there have been other ideas, like RSS feeds, which tried to improve upon the idea. Just don’t think that this difference is inherent and set in stone. New features could be developed.

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