Ever since Elon Musk took over Twitter and turned it into a tawdry reality show in which he is the star, the villain, and the comedian, everyone has been talking about a new decentralized web. New products, such as Mastodon, and new technologies, such as Activity Pub, are part of a new desire to build a new “fedeverse.” This is utopian thinking about taking the web back from the centralized web platforms.

One of my favorite bloggers, designer Lars Mensel notes:

We all feed social networks and online platforms with unprecedented amounts of data, hardly accounting for the fact everything might vanish when the ownership of a network changes (as seems likely with Twitter’s ongoing nosedive) or the business model collapses.

Mensel is right. And it makes sense that more of us should be doing it, but we don’t because, in the end, we want an easy way out. Manuel Moreale, a programmer points out:

The more I think and read about it, the more I’m convinced that there’s no solution to the centralisation issue we’re currently facing. And that’s because I think that fundamentally people are, when it comes to the internet, lazy. And gathering where everyone else is definitely seems easier. It’s also easier to delegate the job of moderating and policing to someone else and so as a result people will inevitably cluster around a few big websites, no matter what infrastructure we build. And sure, there is always going to be an independent minority that is going to do things their way but it’s just that, a minority. The rest of the internet will move along and aggregate around a few big hubs and the issues are gonna be the same.

Read full post on manuelmoreale.com/on-internet-silos

Moreale, who has eschewed all social media services, pours a glass of cold water on the current excitement and hoopla around Mastodon, Fediverse, and the decentralization of the Internet. When reading his post, I found myself nodding my head in agreement. It is not to say that I don’t believe in decentralized Internet, and after all, the Internet’s premise was a lot of federated (interconnected) networks.

I appreciate the excitement and move away from the centralized services, but most of the excitement comes from the people who were part of the first two waves of the Internet. The newer generation of internet natives doesn’t care much about archival or permanence on the network.

Ephemeral is a concept that is more apt for describing that generation. Streaming, on-demand, and vanishing ephemeral content are their native behaviors. The rest of their social media presence is with intentionality — either to create or curate a presence much like a celebrity.

Regardless of age, the big elephant in the room is that we are certified addicts to attention.

It doesn’t matter whether it is Twitter, Instagram, or Mastodon. Everyone is playing to an audience. The social Internet is a performance theater praying at the altar of attention. Journalists need attention to be relevant, and experts need to signal their expertise. And others want to be influencers. For now, Twitter, Instagram, and their ilk give the biggest bang for the blast. It is why those vocal and active about Mastodon are still posting away on Musk’s Twitter.

If we didn’t care for attention, we wouldn’t be doing anything at all. We wouldn’t broadcast. Instead, we would socialize privately in communication with friends and peers.


Here are some of my previous writings on social media, our addiction, and why it is a problem.

January 4, 2022. San Francisco