Sure, and new companies will arise to develop and use open protocols if that's incentivized, but as long as not just attention or eyeballs, but capturing as muc

Sure, and new companies will arise to develop and use open protocols if that's incentivized, but as long as not just attention or eyeballs, but capturing as much user activity and generated content as possible, is monetizable pretty directly (customize ads; feed your ML models to gain competitive advantage over those without the same reach into users' lives, and sell your ML capabilities), I think we're in for more of the same, even if we shuffle the chairs around.