Over the course of five years, we tried dozens of revenue models, printing out shiny new business plans to sell each one. When that business failed to catch on, we became a webpage-hosting provider and proto-social network. From 1994 to 1999, I worked for, helping to architect, design, and implement a website that marketed content and services to recent college graduates. I use the first personal plural advisedly. What we’re asking for today is a conversation about how we could do this better, since we screwed up pretty badly the first time around.
As everyone knows, we had some problems, primarily business model problems, that prevented us from doing what we wanted to do the way we hoped to do it. What we wanted to do was to build a tool that made it easy for everyone, everywhere to share knowledge, opinions, ideas and photos of cute cats. The internet spies at us at every twist and turn not because Zuckerberg, Brin, and Page are scheming, sinister masterminds, but due to good intentions gone awry.
The talk is hilarious and insightful, and poignant precisely for the reasons Carlson’s story is. His talk is a patient explanation of how we’ve ended up with surveillance as the default, if not sole, internet business model. Cegłowski is an important and influential programmer and an enviably talented writer. I’ve been thinking of this world, one I’ve worked in for over 20 years, as a fiasco since reading a lecture by Maciej Cegłowski, delivered at the Beyond Tellerrand web design conference. The fiasco I want to talk about is the World Wide Web, specifically, the advertising-supported, “free as in beer” constellation of social networks, services, and content that represents so much of the present day web industry. We ended up creating one of the most hated tools in the advertiser’s toolkit: the pop-up ad. It’s obvious now that what we did was a fiasco, so let me remind you that what we wanted to do was something brave and noble. All of us have screwed up situations in our lives so badly that we’ve been forced to explain our actions by reminding everyone of our good intentions. There’s little suspense in the story-the disastrous outcome is obvious from the first paragraph-but it works because of the poignancy of the apology. What we’re asking for today is another chance.
But as everyone now knows, we had some problems, primarily technical problems, that prevented us from doing what we wanted to do the way we had hoped to do it. What we wanted to do was spill boiling oil onto the heads of our enemies as they attempted to bang down the gates of our village.
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