The "norm" is also... shit.

Just because it's what's "always" happened before, doesn't mean we can't do better.

This being the case is the very driving force of any innovation.

Your statement seems like defeatism wrapped in a pretty bow of faux-insight.

A tendency toward giants is also not necessarily a sustainable state of affairs.

Once technology becomes sufficiently advanced and pervasive, the window of time available for a giant to gestate, before the next giant-level disruption, inevitably shrinks to the point the system reaches an equilibrium of innovational equanimity and balance.

This is ordinary and expected, and parallels can be seen anywhere in nature.

The - relatively-brief - "time of giants" of human progress may soon be coming to a close.

Giants are more visible, I won't dispute that but I'm not sure I agree with a strategy of surrendering to them because of that fact.

I don't think we need a real hero here, we need end-user solidarity perhaps in the form of public policy and market regulation. Humans would have more freedom on the internet if corporate giants didn't.

True. Google at least does not create walled gardens like FB. You are not even allowed to post link in comment section. That's a tactic to keep users on its own platform. Recently they have stopped allowing people to browse even browse public profiles.