So the question still has to be asked: What are social tech giants so afraid of? Web 2.0 tech giants have built their world-beating business models from creating an attention economy, commodifying users, surveilling their usage, and owning the data. Web3 platforms, from BAT to uPort to SingularDTV to Civil, chip away at this business model. Each blockchain project that decentralizes a little bit of agency or value or control back into the hands of the users is a threat to the status quo. If 2018 has shown us anything, it is a clear public desire for control over digital identity, footprint, and the creation and transaction of value online. Web 2.0 platforms exist to maintain control over such things.