an example of controling how the content is consumed is gifs. gifs work great, there needs not be a replacement for them. one of the beautiful things about a gif is you can save it.

the current web hated that, it didnt have control. they are trying to 'wean' us off gifs through companies like giphy.

how many people cringe when you click on a link on reddit and realize its a link to youtube and you have to watch a commercial for a 30 second video? I am like omg, youtube, close