We are currently witnessing an internet paradigm shift — in reverse. In The Beginning Once upon a time in the heyday of chain mail, RSS and web rings, before bloggers were bloggers, when people hosted everything on their own servers, content was king. The internet was weird and wonderful and useful. Then we all collectively [1] decided that owning our own content was for losers and posting on a centralized system with likes, shares, and reblogs was clearly the superior approach.