And it pays to remember, this is what people “want” under the Web as it’s currently structured. Technology changes; models change. Assuming the structures aren’t locked in for good, we need to start to imagine what people will “want” under different models and technological structures. Because this one won’t do.

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Ryan Chittum is a former Wall Street Journal reporter, and deputy editor of The Audit, CJR's business section. If you see notable business journalism, give him a heads-up at rc2538@columbia.edu. Follow him on Twitter at @ryanchittum.