Because you don't understand the problem with the current web.
1. You find something interesting and put it on a site.
2. Other people find it interesting too come to your site.
3. Those other people have their own interesting things too, so you decide to allow them to put it on your site.
4. Your site grows bigger.
5. Other people see the people on your interesting site as targets to advertise to and the cycle of spamming and filtering spammers begins.
6. You give up because it's too much work fighting the spammers.
7. Only large sites exist.
---
>here could be a web where its only personal websites, and using different protocols besides TCP, HTML markup and even DNS
No the web isn't authoritative, so how is your 'person web' going to prevent non-personal sites. How is it going to prevent proxies that take IP and allow it to access your whichama-protocol?
>even build a web from scratch
It's both easy to do and useless. Who is going to access it, they don't have your software. And, this is what major providers already do with their lockin since they have a means of distributing their software.