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How the web became unreadable
(infosec.pub)
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this post was submitted on 05 Jun 2023
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No it didn't. Running a server today is dirt cheap compared to the bad old days. So is registering a domain. Getting a TLS certificate doesn't cost anything at all.
However, there are a lot more people here now. It used to be you could feasibly run a moderately popular website off a single server and it'd be fine. Now, with billions of people on the Internet, you need an army of servers distributed around the world if your site gets even remotely popular.
That's a feature, not a bug. Consent banners were manufactured as a way to turn public opinion against GDPR and generate political pressure to repeal it. “Look at how those Europeans ruined the web!” GDPR was supposed to pressure these unscrupulous advertisers into giving up their spooky tracking, but they did this instead. And it's working—most people blame GDPR for ruining the web, not the sleazeballs who actually ruined it.
Sure, servers are cheaper now. Domains are cheap now. TLS certs are free now. But that happened after the advertising business model became dominant.
For a while, server power was barely keeping up with the rise in demand, and you couldn't just add another cloud server or bump up the RAM allocation on the one you have, you had to physically install new hardware. That took a larger chunk of money than adding $5 to your hosting plan, and time to set up the hardware.
By the time the tech stack got significantly cheaper (between faster hardware and virtualization, not to mention Let's Encrypt), advertising was already entrenched and starting to coalesce around a handful of big networks.