What you are left with is the hobbiest websites or the mega brands that want to funnel you into their ecosystem. To offer anything that cost resources that you are willing to spend you must be a megabrand using this as a loss leader opportunity.

I don't think we want that world. We may think we do but look at what happened in Mr. Robot.

That's the world we have right now, though, just with the addition of the spying that advertising brings.