Medium is just another proprietary platform that is trying to create a walled garden. Their garden is impeccably curated and looks fantastic on mobile, but it's a walled garden just the same.

Speaking of walled gardens, one thing that I find especially suffocating about today's "blogosphere" is the uncanny uniformity of design, typography, and overall structure that everyone seems to be adopting. Every Medium blog looks the same. Ditto for every svbtle blog, and pretty much every other blogging platform that has appeared in the last few years. Gone are the insane customizability of BlogSpot and Tumblr. Now as soon as a blog loads, I can tell "Yeah, it's just another svbtle blog. Gotta move my mouse away from that weird Kudos button!"

The new services fly banners like "we let you focus on your content" and "just write, don't worry about anything else", but what they really insinuate is the flawed assumption that your literal words are the only thing that you will ever want to communicate to your audience. Not the design. Not the typography. Not the way you organize your content. Not even your own personalized domain name. In exchange for a bit of convenience, they give you a uniform to wear. And just in case you don't like the uniform, they tell you that it is a symbol of honor and prestige (because only the best bloggers are invited to wear it, etc.)

In the past, I used to browse random blogs when I wanted inspiration for a new web design. Every blog was different. Sure, they often looked amateurish, but they were always packed with unique ideas about what a blog could look like and behave. People took care of their blogs the same way they took care of their gardens, the same way they customized their MySpace page to the limit, the same way that some of us even today spend several hours customizing the shell prompt. Maintaining your blog was a labor of love, and the efforts showed through the clunky tabless windows of IE 6.

When you sell your home and lease a condo, it's not just ownership that you're giving up. You're also giving up personalization. After all, every condo looks the same from the outside; and you're not really supposed to know what goes on inside, either. All these years we've been chanting the mantra, "Content comes first." By "content" we've usually meant words, and nothing but words. Everything else is at the service of words. But when taken to the extreme, even you yourself become a servant of your words. You become nothing but a bunch of words, as if all your readers were autistic.