Right now, Facebook stands between Heinz and the ketchup fans. Soon as it's all permissioned nodes on a public blockchain? Heinz is dealing directly with you. Capitalism takes care of the rest. Advertising is basically pinch-pointing. It's toll-boothing. It's "I control this pipeline and I charge access for it." Web3 doesn't just eliminate the toll booth, it eliminates the canyon. The crypto crowd is shitty. Part of their shittiness is every time they try to have an honest conversation about this stuff people call them drug dealers so they've long since stopped talking to the normies. The end result is you have corner-case idiots like the guy thenewgreen linked to who know just enough to hype it to someone else and that becomes the public face of the technology. Blockchains and smart contracts enable trustless, frictionless micropayments. If that was the only thing they did they'd revolutionize the landscape. Imagine it's 1999 - Google will charge you $0.001 every time you run a search, and Amazon will pay you 0.002 every time you click on their result. You have an incentive to click on the Amazon link but Google has zero incentive to convince you to do it - they're already paid. Maybe you've already got a credit card in Walmart's system - they'll pay $0.0025 to show you the result because you're an existing customer and they want to retain your business but I'm a startup that really wants to get my product in front of your eyes so I'll pay you ten whole cents if you watch a 10 second video about how awesome my solution is. Or maybe you just throw $10 at Google to not see any ads for a year. What does the Internet in 2010 look like?What I don't get at all is how we go from here to there.
Most of the arguments I've seen about crypto look more like underpants gnomes than a playbook.