Internet Service Providers (ISPs) are probably soon going to dictate what traffic can or cannot arrive at people’s end devices. GOOG-FB-AMZN traffic would be the most common, due to their popularity among internet users. Because of this market demand, ISPs will likely provide cheap plans with access to GOOG-FB-AMZN, while offering more expensive plans with full internet access — and it’s already a reality in countries like Portugal.

This would expand even more the dominance the three tech giants already enjoy. There would be no more economical incentive for smaller businesses to have independent websites, and a gradual migration towards Facebook Pages would make more sense. Smaller e-commerce sites would be bought by AMZN or go bankrupt. Because most internet users couldn’t open all the sites, GOOG would have little incentive to be a mere bridge between people and sites. […]

The common pattern among these three internet giants is to grow beyond browsers, creating new virtual contexts where data is created and shared. The Web may die like most other technologies do, simply by becoming less attractive than newer technologies. And like most obsolete technologies, they don’t suddenly disappear, neither do they disappear completely.