Don't get me wrong, standardised protocols play a very important role in the current world and it will play a bigger role in the future of the internet (Scuttlebutt, IPFS, Matrix..).

Its just not enough, we need a decentralised way to provide consensus on the internet. People wont set up their own servers, companies that provide these services will always look like a Pareto distribution (FAANG or MAMAA).

In other words, FAANG or what ever the next incarnation of these companies are always incentivised to get rid of interoperability. Selfish reasons aside, after a certain point interop will directly stand in the way of providing better user experiences.

This is why web3 is such an elegant system. It provides a substrate that directly incentivises interoperability. Auth and payments is taken care off, the only thing remaining is custom features but that gets rapidly commoditised, then the only frontier remaining is interoperability.

A good example of this is the NFT marketplaces: Auth is just connecting your wallet. Payments are taken care off. Then you build cool features but everybody else copies you and you copy them so thats a stalemate. Then you have to be interoperable, like OpenSea going multi chain or Magic Eden supporting Eth.

The key here is, the moment someone else supports interoperability, if you dont you are put at a large disadvantage. The same kind of dynamics will happen to decentralised social media platforms.