We have a “new internet”. We have the indie web, VPNs, websites not behind Cloudflare, other browsers. You won’t have a large audience, but a new protocol won't fix that.

Also, plenty of small and medium businesses are doing fine on the internet. You only hear about ones with problems like this. And if these problems become more frequent and public, Google will put more effort into fixing them.

I think the most practical thing we can do is support people and companies who fall through the cracks, by giving them information to understand their situation and recover, and by promoting them.