A pause to refresh the Web?

As happened in the dot-com boom, grasping efforts to monetize the Web threaten its long-term viability. This time even advertisers acknowledge that advertising has become a curse, impairing performance and driving away customers. This time, though, the Web has more (and better networked) competition from a few kinds of walled gardens.
- Native mobile apps keep promising a better world
- Facebook is on the Web but not of the Web. While even Facebook's native applications tend to use a lot of Web technologies, it delivers more to its users by delivering less, an environment where it controls the view.
While the maintainers of the walled gardens can mostly control the amount and kind of advertising degrading their users' experience, the Web has become pretty overgrown. Since the Web runs on an open model, users have been able to choose to block advertising with a variety of tools on the desktop. 
https://www.oreilly.com/ideas/a-pause-to-refresh-the-web