21:50 The three webs
“I think that’s important, again, to look at the context from web one, which was read only; web two, read and write; and three is actually read, write and own — or owned media. So what we saw with Substack, for example, it was able to maintain platforming of voices like Doctor Mercola, who ended up shifting his entire archive during the window of deplatforming there. And then literally millions joined and now have a way to speak.”
“So I think what we’re seeing is an evolution towards, again, users and those that are here online actually supporting organizations like CHD directly… Now we do have, momentarily at least, billionaires like Elon Musk who bought X, which has done incredible things for the world because it is the top news app and narratives come to X to die in real time, if you haven’t noticed. Some of them are literally vaporized before the mainstream can consolidate them.”
“So how do we do it? We just simply learn to connect with those we trust and we support them with our attention. It’s an attentional economy as well as with dollars.”
The gloss. Web 1 (roughly 1991–2000) let anyone read. Web 2 (2000–) let anyone write — and that, not the reading, is what broke the institutional press’s monopoly on the room. Web 3, as Sayer uses the term, is not a cryptocurrency slogan; it is ownership: the archive, the list, and the relationship with the reader belong to the publisher, not the platform. Mercola moving a decade of work to Substack during his deplatforming is the case study. It is also the precise capability the licensing model, below, is designed to take back.