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I wouldn't say it's rich media, but the conversion of the web to be 100% marketing-driven. It's ads all the way down.

That’s a serious downgrade.

https://blog.danieljanus.pl/2019/10/07/web-of-documents/

"a world where the primary purpose of a website was to serve documents"

we are still living in this world. and i don't mean it snarkily. beside some maps application, most of the web is still about reading stuff, and it doesn't need so much cruft. it's getting more complex just because developers prefer complexity over simplicity.

De facto it's a web app, not a document, world. Have you tried browsing without JavaScript recently? It's even worse in this AI era when content sites want proof of work, only available via JavaScript.

Is "modern media" really rich? I think information density and signal-noise actually degrades