I know this is likely to be an unpopular opinion here, but I'm not sure that websites ought to scale in the way we've been building them to. One of the biggest causes of frustration and concerns is that websites that are operated by only a handful of people are used by millions of people, with no serious way to seek relief if problems emerge. Think of how disastrous security oversights have been, from companies too small to adequately compensate those who have been wronged. Or think of how disastrous technical glitches or mistakes can be (such as deleted Google accounts or Facebook privacy setting glitches). Or think of how Uber seems to have rushed to reduced the human oversight of their autonomous cars before they were ready. We are giving far more responsibility and social power to companies than they are truly capable of handling.

The power of computers to make transactions and interactions more efficient is great. But I'm not sure that efficiency needs to come at the limit of our technological capacity instead of at the limit of human attention.