Web 3 VS. the Small Web
The rise of Web 3 has been hailed by some as the next phase of the internet—a decentralized vision for a more open, transparent, and user-centric online ecosystem. Proponents of Web 3 argue that its core technologies, such as blockchain, cryptocurrency, and smart contracts, will shift power away from centralized corporations and give users greater control over their digital lives. However, there’s a growing movement that rejects the promises of Web 3 in favor of an alternative: the Small Web.
The Small Web movement (also commonly known as the Indie Web) focuses on individual autonomy, freedom from surveillance, and fostering a more human-centric, community-oriented digital environment. While Web 3 offers decentralization through technology and financialization, the Small Web offers decentralization through simplicity, personal ownership, and freedom from the pressures of monetization. The two movements may appear similar on the surface, but their core values diverge sharply. Let’s explore why the Small Web stands in opposition to Web 3, delving into concepts like digital identity, platform tracking, cryptocurrency, and shady motives—and why the Small Web offers a better alternative.
Digital Identity: Control or Illusion?
In Web 3, digital identity is frequently tied to blockchain technologies, where users own cryptographic keys that serve as their unique identifiers across decentralized platforms. These digital identities promise to give users control over their personal information and online interactions, moving away from traditional centralized logins like Facebook or Google.
However, the Small Web movement argues that Web 3’s concept of digital identity is flawed. By tying identity to blockchain, Web 3 introduces a level of permanence that can be problematic. Once data is written onto a blockchain, it cannot be altered or removed, effectively creating an immutable digital trail that follows users forever. This raises concerns about privacy, particularly when it comes to the right to be forgotten—a principle that the Small Web holds dear.
In contrast, the Small Web allows users to create and maintain identities that are truly under the individual’s control, without the constraints of blockchain-based immutability. Users of the Small Web can build and shape their digital selves on personal websites, blogs, and micro-communities, free from corporate control or rigid identity structures. This approach encourages personal expression without the baggage of an unchangeable digital footprint.
Freedom from Being Tracked Across Platforms
One of the primary selling points of Web 3 is its promise of decentralization and increased privacy. However, despite this claim, Web 3 ecosystems are often still riddled with concerns over tracking and surveillance. While Web 3 aims to eliminate centralized platforms, the blockchain itself can create a public ledger of transactions and interactions, which, though anonymized, is transparent and traceable by design. This raises the potential for users to be tracked across platforms, particularly by those with the technical know-how to analyze blockchain data.
On the other hand, the Small Web champions privacy by design. It moves away from platforms that rely on tracking and data collection, allowing users to build independent spaces where they have control over their data. In the Small Web, there is no need for invasive cookies, third-party trackers, or platform surveillance. Users can enjoy freedom from corporate and governmental oversight, making it a truly private and user-controlled experience. The Small Web recognizes that decentralization without privacy is an incomplete promise, and it delivers on the desire for a web free of tracking.
Cryptocurrency and the Monetization of Digital “Real Estate”
One of the defining features of Web 3 is the integration of cryptocurrency and the financialization of the web. Web 3 creates an economy in which users can buy, sell, and trade digital assets, often referred to as “tokens.” These assets can represent anything from virtual real estate in the metaverse to digital artwork (NFTs) and governance tokens. The vision of Web 3 turns the internet into a market-driven ecosystem, where every digital interaction can be monetized.
While this may sound appealing to some, the Small Web movement takes a different stance. The Small Web rejects the monetization of personal spaces and digital interactions, seeing it as a continuation of the problems inherent in the Big Web (corporate internet). By introducing financial incentives and turning every corner of the web into “digital real estate,” Web 3 perpetuates the commodification of online life.
For the Small Web, the internet is not a marketplace but a place for genuine human connection, creativity, and sharing. There is no need for token economies or monetization to build personal websites, blogs, and communities. Instead, the Small Web embraces a spirit of simplicity, where the value of one’s online presence is not measured in cryptocurrencies or tokens, but in authentic connections and freedom from corporate influence.
Shady Motives and Concerns Surrounding Web 3
While Web 3 proponents argue for decentralization, critics point out the shady motives underlying its development. There is growing concern that Web 3 has become a playground for speculative investors, venture capitalists, and tech elites, all seeking to profit from the next wave of internet technology. The rapid rise of cryptocurrencies and NFTs has led to bubbles, scams, and financial risks, with some even accusing Web 3 of being little more than a rebranded version of the same exploitative systems that plague the Big Web.
Moreover, centralization still exists in Web 3, despite its rhetoric. Many so-called decentralized platforms are still run by companies or entities that have significant control over the ecosystem. Protocol upgrades, token distributions, and governance decisions are often dominated by a small number of powerful stakeholders, contradicting the vision of true decentralization.
The Small Web, by contrast, is rooted in transparency, community-building, and genuine user empowerment. There are no tokens, no speculative bubbles, and no profit-driven motives. It is a return to the original spirit of the web, where people shared ideas, built personal websites, and connected organically. The Small Web fosters a web that is free from the manipulative incentives and financialization that taint Web 3.
Does this mean that monetization is non-existent in the Small Web? Not at all! However, monetization is not the primary focus of the Small Web, which distinguishes it from the profit-driven models prevalent in Big Tech and Web 3. The goal of the Small Web is to empower individual creators and communities, fostering a space where content, creativity, and communication are valued over monetization or data exploitation.
In the Small Web, monetization is approached with a mindset that aligns with the movement’s core values—such as autonomy, transparency, and a human-centered internet experience. Monetization on the Small Web often avoids the traditional methods of invasive ads, data harvesting, and surveillance capitalism that define much of the Big Web and Web 3. Instead, it champions ethical, transparent, and user-supported revenue models that honor user privacy and autonomy. Some key strategies for sustainable monetization within the Small Web include:
- Direct Support through Donations
Small Web creators often rely on direct support from their users through donations or patronage models. Websites may implement simple “buy me a coffee” buttons, recurring donation systems like Patreon, or even open-source platforms like Ko-fi, where users can support creators voluntarily. This approach emphasizes a more direct and personal relationship between creators and their audiences, without exploiting personal data or resorting to intrusive advertising. -
Selling Digital Goods and Services
Some websites in the Small Web monetize through the sale of digital goods and services. These may include eBooks, templates, or creative services like web design or art commissions. The key difference is that these transactions are typically transparent, with clear terms for the user. There’s no hidden data collection or manipulation of user behavior to drive sales. Instead, the focus is on fair exchanges that honor the user’s autonomy and privacy. -
Digital Barter and Collaborative Networks
In the Small Web, some creators may participate in barter, skill-sharing, or collaboration. Rather than exchanging money, websites might offer mutual promotion via button sharing or simply sharing creations they love from another creator. Exchange of services can also be present, such as art trades. This system of cooperation keeps monetization human-focused and non-exploitative. This collaborative environment fosters creativity without falling into the profit-first mentality that dominates Big Tech.
These are just a few examples of the exchange of goods and services within the Small Web Movement. While monetization can be incorporated into the Small Web, it’s crucial to remember that it should never be the primary goal of creating a personal website, as this contradicts the movement’s core principles. The Small Web focuses on empowering individuals to break free from the advertiser-driven and monetization-heavy internet, prioritizing a more personal, authentic, and connection-driven online experience. That said, there are ways to implement monetization methods that align with the values of the Small Web. Business can certainly play a role, but the primary motivation for starting a website within this movement should be personal expression and fostering genuine connections, not advertising or marketing products.
The Potential Crossover of Digital Identity into the Physical World: A Double-Edged Sword
As Web 3 technologies develop, digital identities secured through blockchain are becoming more prominent. While these advancements offer increased individual control and decentralization, the potential extension of digital identity into the physical world raises significant concerns regarding privacy, surveillance, and power abuse.
Digital identities on Web 3 platforms are designed to be cryptographically secured, allowing users to interact across decentralized networks. This system provides greater autonomy over one’s online presence, seemingly empowering individuals to escape centralized control. However, if digital identities become linked to our physical identities, the consequences could be far-reaching. Every action taken online—whether purchases, opinions, or social interactions—could be permanently tied to real-world identities. This convergence risks allowing online behavior to influence how individuals are treated in the physical world, similar to China’s Social Credit System. In this system, a person’s online and offline behavior directly impacts their access to services, jobs, and social privileges.
Historical Parallels: Surveillance and Government Overreach
Governments historically have utilized technology to control populations, and digital identity could become another tool. For example, during the Canadian trucker convoy protests in 2022, the government froze the bank accounts of individuals involved, demonstrating how the blending of personal identity and digital actions can be used to stifle dissent. Linking digital identity to physical identities could enable more efficient, widespread surveillance and control, as online dissent could have real-world consequences.
History also provides examples like the NSA surveillance programs revealed by Edward Snowden, where massive, unchecked data collection occurred under the guise of national security. If digital identities are tied to individuals’ real-world personas, the government could more easily monitor and punish political opponents, whistleblowers, or activists.
Digital Identity and Corporate Control: Profit Over Privacy
In the corporate realm, digital identities could be monetized, with significant risks for privacy and autonomy. Large companies might use blockchain-based identities to build detailed profiles on individuals, influencing everything from credit scores to employment opportunities. Historical examples include the misuse of personal data by companies like Cambridge Analytica, where people’s online behavior was harvested and used for political manipulation. If digital identity were linked to immutable blockchain records, this type of exploitation could become even more dangerous, with every interaction or transaction recorded permanently and accessible by corporations.
Moreover, digital identity theft becomes more concerning in this scenario. While blockchain technology offers robust security, no system is immune to exploitation. A compromised digital identity that is permanently linked to a physical person could lead to serious consequences, extending beyond financial loss into areas like healthcare and job access. This concept was seen during the 2017 Equifax data breach, which compromised millions of people’s sensitive information.
Digital ID and Its Real-World Implications: Power and Corruption
Another major concern is the possibility that digital identities could be used for state control beyond the digital world. If digital ID becomes a requirement for accessing public services, healthcare, or even travel, governments or corporations could exert enormous control over individuals. For example, the concerns about digital ID systems being tied to vaccine status during the COVID-19 pandemic demonstrate the potential for government overreach under the guise of public health. Linking digital identities to physical activities could be a gateway for more authoritarian practices, as seen in historical surveillance states.
Additionally, hackers or malicious actors could exploit such a system for financial or political gain, a modern parallel to Cold War-era espionage and data breaches that had significant geopolitical implications. These risks underscore the need for careful consideration of digital ID systems and their real-world applications.
Why the Small Web Offers a Safer Alternative
The Small Web movement advocates for simpler, user-driven, and decentralized alternatives that protect privacy and resist commercialization. Unlike Web 3’s focus on monetizing digital identities and creating traceable blockchain-based ecosystems, the Small Web emphasizes autonomy, privacy, and a human-scale internet. It seeks to avoid the pitfalls of Web 3 by promoting tools and systems that don’t rely on surveillance capitalism or digital real estate speculation.
By allowing individuals to operate personal websites without tracking, surveillance, or third-party control, the Small Web offers an alternative to the dystopian future many fear from an increasingly interconnected digital and physical world. The movement advocates for users to take back control of their online experiences, preserving privacy through anonymity and pseudonymity, and free expression while avoiding the risks of digital ID systems becoming enmeshed in real-world governance and commercial practices.
In conclusion, while Web 3 may promise a decentralized, user-driven future, its reliance on blockchain, cryptocurrency, and monetization introduces new risks and concerns. The Small Web, in contrast, offers a more authentic, privacy-respecting, and human-focused internet experience. It is a movement for those who value simplicity, autonomy, and freedom from the pervasive influence of financial and corporate interests. For these reasons, the Small Web stands as a better, more ethical alternative to Web 3’s promises of a decentralized future.