"Few tech giants of the past have been unseated from their dominance via competition alone: Microsoft never lost the desktop, Google never lost search, Facebook will never lose its type of social media, Twitter has never lost the public square, Amazon will never lose e-commerce, and Apple will never lose mobile devices. The only way to get out from under those weary giants is creating a new playing field and absolutely dominating it before they figure out what’s going on, and finding a business model that exists independently of them. For Web 3, an ads system will have to be part of that rebellion."