mcwhittemore

Before it was called the internet[1], it was called the web, the World Wide Web. That name wasn’t just a label; it was a bold proclamation of intent. Unlike the desktop platforms that came before it, this new platform wasn’t isolated software. It was connections. The web let users explore and discover content made by many producers. Discovery was the core experience. The interconnected nature of the platform was so central, it became its very name.

But over time, we stopped “browsing the web” and started “using the internet.” In that shift, we lost something fundamental.

The transitions that drove to this change made sense at first. Who can “crawl the web” better than a human? A computer. So we built search engines: Yahoo, AltaVista, Google. What can discover appealing content more efficiently than clicking links and opening tab after tab? A recommendation algorithm. So we built feeds: Facebook, Instagram, TikTok.

But these sites, once tools for exploration, grew dependent on ad revenue, twisting their incentives toward a single goal: maximizing the time you spend looking at ads. What started as a better way to explore the vast content of the web became a system for keeping your eyes locked on a small subset of its content—ads.

Where does that leave those of us who want to explore? Who crave ideas that challenge our assumptions? Personally, I find myself stuck on the same few sites, longing for the original promise of the web while recognizing that version of it is dead.

But I also find myself wondering: Can we bring it back? Not to destroy the ad-driven aggregators (a lot of people seem to like them), but to build something for the rest of us. Something that makes exploring the internet feel more like surfing than doomscrolling.

If this resonates with you, let’s talk. I’ve started to ideate and build prototypes toward this goal and would love to collaborate with fellow explorers. What tools would help you explore the web more? What tools would improve the quality of your time exploring? Drop a comment below. I’d love to hear your thoughts.

[1] Okay, yes, before it was the web, it was the internet. And yes, the internet and the web are not the same thing. All valid points, but not the point. I’m talking about how the average person thinks about going online. First, it was "the web." Then, over time, the webbiness of the web, was lost.