> Maybe the solution is enabling people to realistically host content themselves, on their own property, and just ensuring the ISP is nothing but a dumb pipe?

For what it's worth, this is mildly achievable, but I doubt there's much of a market for it. It's (usually) not hard to convert one's internet connection to some sort of business-class connection, get a static ip, and have port 80/443 unblocked, (I've done it). Mind you, there's costs associated with all that.

Then you have to setup and maintain a web server. Plenty of HN folks can do that on their distro of choice, but it's definitely a technical feat. I bet folks have tried to make a one-click install style thing before. I bet one even exists today, but I couldn't tell you what it is.

Then there's maintenance on said server...

Ultimately, people use 3rd parties because its a significantly lower barrier to entry in monetary cost, time, and complexity.

I won't speak to Google's actions here, but no one has yet proven out your proposed solution. I'd love it if we could.