I think this segment might start small but I think it will grow rapidly if the utility of the internet is dwarfed with low quality crap. The belief that non-technical people won't catch on to the shenanigans and simply look elsewhere is a bad bet some are making and I think everyone living on the internet during covid gave non-technical people an intuitive feeling for all the manipulation and tenuous quality of the internet as a tool/public utility they can trust in any form.