I believe it's more effective to focus on a "small business" approach to decentralizing the web, where we focus on smaller companies providing services, rather than a "tin foil" approach where we encrypt and decentralize everything into tiny islands. I work for a video player company and while we aren't a platform like Youtube, we indirectly compete with them for ad dollars (along with Facebook). Something like 90% of ad dollars go towards them already. Most publishers do not like them. I think it's a lot easier to decentralize the internet by having the websites that 99% of users visit powered by smaller internet businesses rather than AmaGooFaceSoft.