How To Minimize Your Dependency On Massive Tech (And Why You Would possibly Need To)

The 2020 election was a doosie. All the things main up it was a doosie. And, as of this writing, it is not technically over but. One factor is obvious, nonetheless…

There’s fairly a little bit of animosity directed towards “large tech”. As I write this put up, there is a viral transfer of individuals establishing new social media accounts on Parler.

What I wish to do is speak about why that is taking place. Why I feel it’s a superb factor. It goes method past a partisan match of anger. Additional, I wish to speak about how all of us can reduce the grip that large tech has on our lives and our on-line companies.

NOTE: I do know full properly that, for a lot of, one’s opinion on this may come alongside U.S. political leanings. Nonetheless, I wish to expressly put all that apart. The character of the problem with large tech is greater than that. Massive tech performs a elementary position in all the things we do as bloggers. We can’t have tunnel imaginative and prescient concerning the scenario.

That is, in fact, my opinion. You possibly can contemplate this an editorial. However, it is my web site. So I can write no matter I would like. 😉

Let’s go…

What Is “Massive Tech”?

For a lot of, it consists of Google, Apple, Amazon, Fb and Microsoft. They management most info know-how, the units we use, and knowledge circulate.

Google is an absolute beast. They management about 95% of all cell search visitors throughout the web, and about 88% of all desktop search visitors. Google, in fact, hooks you right into a full ecosystem with free companies then proceeds to basically invade your privateness all day and makes cash doing it.

Fb is, by far, the “large kahuna” with regards to social media visitors.

Apple and Microsoft do have management over info circulate to a lesser extent, however these corporations additionally management many of the units all of us use to get to the knowledge to start with. To me, this is not as giant a priority so long as there isn’t any limiting controls that restrict competitors. And each corporations have been responsible of it. For example, there’s been loads of complaints about Apple forbidding apps within the App Retailer except they’ll have their substantial lower of all income.

Some lump Twitter into this combine – and there is loads of issues with Twitter, too. Talking of which…

Why Massive Tech Is A Downside

Lots of people are crying out about tech censorship – and that is a really actual factor. However, there’s extra occurring than simply that. 

#1 – Fixed Privateness Invasions

Because the outdated saying goes, should you’re not paying for it, then YOU are the product.

And, in just about each method, you might be certainly the product with these corporations. They earn a living promoting knowledge and adverts. They promote your consideration.

The tentacles of Google are simply jaw-dropping. Apart from the virtually unique management over all the things you see on their search engine, take into consideration this:

  • Once you’re utilizing Google Chrome, it offers Google limitless functionality to trace all the things you do. Do you know there’s an energetic lawsuit towards Google saying that, even in Incognito mode, they’re nonetheless monitoring your exercise and sends it to Google? Would you even be stunned?
  • So many individuals are voluntarily handing all of their day-to-day communications to them by way of Gmail, Google Voice, and extra.
  • You are telling Google your complete every day schedule, by way of Google Calendar
  • You are letting them into your private life and exhibiting all of them your photographs, in Google Pictures
  • To not point out the sheer quantity of cell units on the market operating Android.

You are the product. Google needs to know all the things about you. So, they’ll promote it and make offers utilizing your info. That’s their enterprise mannequin. They usually put out these “free” companies particularly to hook you on each facet of your life.

Like a kidnapper luring a toddler to their truck utilizing an enormous pile of sweet.

Fb? Can we even have to get into the privateness points there?

Does any of this matter? There’s all the time that outdated saying about it not mattering in case you have nothing to cover.

That is your alternative. However, that is type of the purpose. It ought to be your alternative. One thing you select consciously, not simply scroll by means of the phrases of service and hit “agree” to all the things they ever wished.

I feel knowledge privateness issues for a number of causes:

  • Are you able to really belief these organizations with ALL that info?
  • It makes it simpler to trace you, profile you, section you… manipulate you. Even with out you realizing.
  • Are they handing that info to some other group? Or a authorities?

Your info ought to be your’s. And solely your’s except you expressly permit it to be shared.

#2 – Censorship

Once you hand most info circulate of the web into the palms of some firms, you suppose that will not be taken benefit of? 

Censorship and delicate “swaying” of knowledge has been occurring for a short time with Google, but it surely certain did speed up and soar into the limelight with this election. The truth is, it grew to become a lot much less delicate and extra apparent.

Sadly, this will  develop into a sensitive topic to some due to the still-heated nature of the final election. How one sees that is typically depending on political leaning, nonetheless it should not be.

The best way I see it, the primary modification is…. FIRST. And I, as a man within the communication enterprise, am virtually an absolutist with regards to free speech.

You may get a style of the problem of tech censorship by watching The Creepy Line. It’s really a really enlightening documentary if the concept of search manipulation is new to you.

Fb has banned and shadow banned loads of pages, teams and personalities. Many with none actual purpose (since Fb is fairly recognized for not offering any clear rationalization for something they do). And it’s very one-sided, politically. Twitter has taken it to a different stage. Youtube has been tossing channels like loopy. The checklist goes on.

It grew to become actually apparent when Fb and Twitter jumped as much as forbid sharing of the New York Put up story about Hunter Biden. No matter what you concentrate on the relevance or veracity of that story, the truth that these two corporations determined to outright BAN sharing is a real second of “leaping the shark”. As Matt Pearce, from the LA Instances, put it:

Fb limiting distribution is a bit like if an organization that owned newspaper supply vehicles determined to not drive as a result of it didn’t like a narrative. Does a truck firm edit the newspaper? It does now, apparently.

Whether or not you suppose it’s all reputable targets or not, the censorship is very actual

Being that these are privately held corporations and never authorities makes an enormous distinction. There is not any first modification obligation for them right here. What we’ve got right here, nonetheless, is a very creepy line. It’s company censorship at a complete new stage. Actually world monopolies sitting astride public discourse, as Matt Stoller places it on this NYT article: Tech Corporations Are Destroying Democracy And The Free Press.

Is not the web purported to be about entry to info? What does it say concerning the state of the web when the knowledge you see and have publicity to could be managed by a variety of world mega firms which might be so few that I might rely them on one hand?

#3 – Anti-Aggressive

I consider a few of these corporations actually ought to see antitrust litigation introduced towards them. They’ve achieved such dimension and place out there that they’ll now purchase up and/or push out competitors – all whereas publicly taking the excessive highway and appearing as harmless as a faculty woman on a playground.

The excellent news is that there appears to be motion on that entrance.

I consider Google and Fb are going through elevated consideration on this. Google already has energetic anti-trust litigation on them. For it is half, Apple is probably going going to see points for the anti-competitive nature of their App Retailer and Amazon goes to see antitrust litigation for it is anti-competitive practices in ecommerce.

All that is good.

Wholesome economies are  based mostly on actual competitors.

In U.S. historical past, anti-monopoly guidelines had been used within the oil trade, railroads, and metal to safeguard competitors and shield from whole market dominance by anybody firm. Later, it was additionally used on AT&T in order that they did not management cellphone communications.

Because the world and economic system has modified, the names are totally different. In the course of the industrial age, the issue might need been Normal Oil. Within the info age, the issue is Google, Fb and different large tech corporations.

As Matt Stoller additionally put it in his NYT article:

The collapse of journalism and democracy within the face of the web will not be inevitable. To avoid wasting democracy and the free press, we should get rid of Google and Fb’s management over the knowledge commons. Which means decentralizing these markets and splitting info utilities from each other in order that search, mapping, YouTube and different Google subsidiaries are separate corporations, and Instagram, WhatsApp and Fb as soon as once more compete. It additionally means barring or severely curbing promoting on any of those platforms. Promoting income ought to as soon as once more circulate to journalism and artwork. And folks ought to pay immediately for communications companies, as a substitute of paying not directly by forgoing democracy.

Whether or not these corporations ought to be barred from promoting or not is a matter of debate – and never one thing I essentially agree with. However, I definitely agree with Matt on the essential nature of the issue right here.

Centralization & The Promise of Decentralization

The whole promise of the web was to allow sharing and the free circulate of knowledge. That every one the world’s info could be out there at your fingertips. Democracy would flourish, dictators would fall… all due to freedom of knowledge.

These had been the guarantees. As a substitute, a handful of firms have wolfed up many of the gamers to the purpose the place they’re digital giants that now have you ever of their bubble. A bubble they selectively manipulate relying on what they really feel like doing and what they wish to promote you (and for whom).

And folks have gotten so use to being coddled like that that… in the event that they ever enterprise out of the bubble, they instantly retreat again into their security internet. The remainder of the web is… evil and unsafe. Or in order that they suppose.

The reply will not be extra regulation. We don’t want authorities rules over social networks or on-line speech. All that does is makes use of the membership of presidency to grant a seal of approval to some speech and never others. It might result in licensing or new FCC guidelines aimed toward blogs, new media and podcasters. That might be very harmful.

It’s a closed and censored web.

Like China’s “nice firewall”.


We want competitors. We want alternative. And we want it to be ingrained into the very construction of the web itself so that it is not a matter of likelihood or hoping the federal government stays out of it. It must be one thing that occurs whether or not they prefer it or not.

In the end, I consider we are going to see a model new Web construction. It has already begun, powered by blockchain and cryptocurrency. This “Web 2.0” can be an web the place not solely info can circulate freely, however so does worth.

Neither info nor the circulate of cash can be able to being censored or absolutely managed.

The principles will not change on a whim.

And in a world the place middlemen have the controls whereas those self same middlemen have violated belief… we want an web that does not require middlemen. 

You’ll personal your personal info and can management who sees it – and why. Any knowledge you do put on the market can be performed along with your consciousness, can be de-centralized (that means no extra mega privateness breaches could be doable).

What You Can Do Now

We’re within the early days of the transfer towards a decentralized web. Assume of the present web, however again round 1990. That is about the place the decentralized web stands when it comes to maturity. However, belief me. It would get there. As certain because the solar will rise.

Even Tim Berners-Lee, thought-about the “inventor” of the world vast net, is sizzling on the mission to re-make the web into his unique imaginative and prescient. The whole blockchain trade will remake it. Ethereum, for example, already has main inroads into develop into a platform for a brand new, decentralized web.

However, what will we do within the meantime?

All of us are fairly able to decentralizing OUR OWN web utilization. By not having all of your eggs in a single basket. And by not having your whole digital life managed by Google and Fb.

It doesn’t suggest you cease utilizing them. That is impractical. It simply means… you are not reliant.

Would you make investments your whole funding portfolio into ONE inventory? In fact not! You wish to be diversified! Nicely, we are able to do the identical factor on-line.


What About These Of Us With Blogs And On-line Companies?

As a blogger, do you get pleasure from being able the place you are feeling you must sit there and fear about Google’s each transfer?

The place we’ve got to take a seat there and guess on the inside workings of Google’s each search replace?

The place bloggers actually must resolve what to debate… due to considerations over being ranked in Google? Or doubtlessly being penalized by Google?

What sort of rattling web is that? Like we’re all frightened about gaining the approval of our all-knowing father determine with our weblog posts.

Google’s an excellent instrument. So is Fb. All this stuff are completely superb instruments. However, placing your self right into a place of dependence on them is simply…. silly.

None of those corporations ought to have the flexibility to make or break your enterprise – or management who will get to see what you create. I do not care should you’re discussing some sizzling subject like politics… or one thing as harmless as basket weaving. No single firm ought to have the ability to decide whether or not your thought will work.

The one resolution, in the intervening time, is to not overlook about this… and to make a degree to arrange your digital life and your enterprise the place it does not  have 1 or 2 major failure factors.

Methods To Turn out to be Much less Reliant On Massive Tech (The Options)

Decentralizing your personal digital life begins with a call. Is that this essential to you? Are you going to do it?

In a couple of methods, it could be a tad extra inconvenient. However, I discover it’s really fairly easy to do the fundamentals.

Bear in mind, the purpose right here is to not take away Google and Fb out of your life. It’s merely to not grant these corporations the only capacity to manage what you see or to show you off.

Internet Browser

Cease utilizing Chrome. The truth is, I might go to a browser that’s not put out by one of many main firms, however that is simply me. 🙂

For me, it’s Courageous Browser all the best way. Works similar to Chrome, however with out all of the creepy. It’s MUCH sooner than Chrome. It’s privateness centered, so it blocks adverts and monitoring cookies by default. There’s loads to love.

Firefox is a good possibility. Many individuals like Opera. There’s fairly a couple of stable net browsers on the market. In my view, nonetheless, the worst one you could possibly probably use is Google Chrome.

E mail

I do know lots of people use Gmail or one of many different large tech web-based electronic mail freebies. However, man… I might take into consideration switching.

I do know that is a type of areas that may really feel terribly inconvenient. However, I did it and it wasn’t too dangerous. 

I switched to FastMail. And whereas I take advantage of FastMail because the system, my precise electronic mail addresses are all domain-based. That is good for enterprise, however not solely that it means I haven’t got any reliance on FastMail’s area title. I might swap to a different service if I wished and I haven’t got to go and alter my electronic mail handle on 100 totally different websites.

For me, eradicating reliance on Gmail was a precedence. Ever heard the story of how Jordan Peterson acquired faraway from Google? All his electronic mail and all the things simply went away and he had no thought why. Jordan Peterson is a reasonably recognized determine, too.

The motto is…. NEVER have one thing as crucial to day-to-day life be firmly within the palms of an organization that may flip you off each time they please, with out anyone even realizing, for no purpose apart from the truth that they resolve they do not such as you.

Additional Studying: Examine why I stop Gmail and my technique of doing so.


I now not use Google by default. Virtually all of my net searches now use DuckDuckGo.

DDG was once immature and I discovered myself having to return to Google to seek out one thing respectable. However, it has improved a ton. DDG is now my default search engine each on my computer systems and on my cell gadget.

I do discover Google has higher indexing of issues like boards, so there are occasions I nonetheless go and use Google. However, it’s intentional. I’ve to particularly go to to make use of it.

Some individuals like StartPage. Some use Bing. There are others, however I feel DuckDuckGo is a good search engine that does not observe all the things you are doing, does not censor outcomes, and does not promote any knowledge (as a result of it collects nothing to promote).

Social Media

Proper now, there’s the looks of a mass “exodus” from Fb and Twitter… to Parler. To be clear…

I have been round awhile. I’ve seen loads of “subsequent large issues” sputter off into nothing. So, I do not know whether or not Parler will develop into a factor or not. However, this is what I do know…

Social media wants competitors. Massive time. Greater than we’ve got now.

Proper now, Fb could make or break media corporations. They’ve that a lot management over social media visitors. And that is not wholesome.

So, whereas I might by no means even try to make the case for you quitting Fb or Twitter, I feel having your stake planted in options and supporting the concept of options is a good factor. This is some choices:

  • Parler. Proper now, this one will get loads of consideration  as a result of loads of U.S. conservatives are flocking there as a response to the problems on the massive tech websites. For that reason, Parler could be very right-wing and really politically centered. For it to have an opportunity, it might want to develop into much less political and extra balanced. Plus, they will want to enhance their interface and infrastructure. It might occur. 
  • MeWe. This web site has a a lot better setup and interface. It’s extra like Fb, the truth is. This may be one to observe.
  • Gab. Extra Fb like, however like Parler is kind of politically centered proper now and really right-leaning. The platform and enterprise mannequin holds promise, however like Parler, I feel it could have to mature and even out and get much less political for it to achieve a lot traction.
  • Mastadon. An open supply community with loads of potential. It’s already fairly profitable and has inertia within the market. Mastadon is definitely just a little extra reflective to the potential of a decentralized social media.
  • Reddit. Fairly well-known. Not proof against censorship points, nonetheless.
  • Cake. Guarantees “higher conversations”. Seems small, and actually I had by no means heard of it till I used to be doing analysis for this text.
  • Discord
  • Telegram. A stable various to WhatsApp.

It is going to be exhausting to upset the present stability of energy in social media with out antitrust exercise. I actually hope it occurs. However, WE are those that give them that community impact. We can’t stay blind to the hazards of the present setup.

I do not care what sort of issues individuals say to bash social media options. Those that love the established order will make them appear harmful. Definitely, dangerous issues have been stated about Parler and Gab due to the political nature of latest censorship. However, by some means…

We clearly want social media competitors. I firmly suppose Fb must be taken down a number of notches for the well being of the world.

On-line Video

Youtube is the massive kahuna. It’s owned by Google, nonetheless, and so they censor and sway content material as anticipated. It’s a nice platform, little question. A number of selection and loads of viewpoints. I like Youtube. 🙂 However, like most of those classes, it’s about not being completely reliant and never letting one company management your viewing.

Listed here are some Youtube options:

  • Rumble. This seems to be to me as among the best Youtube options on the market proper now. Has some fascinating monetization choices, too, for content material creators.
  • Bitchute. Decentralized, peer-to-peer video internet hosting. In some ways, it’s the anti-Youtube. For that purpose, you are certain to seek out content material that you just will not discover elsewhere due to censorship. You won’t like a few of it. However, the choice is there.
  • DTube. One other anti-Youtube. In some ways, it’s designed to appear like Youtube. Completely decentralized and based mostly on blockchain. Any such setup is, actually, the long run.
  • DailyMotion. One of many bigger Youtube options. Been round a very long time.
  • Peertube. Form of like D.Tube.
  • Vimeo. Vimeo is, in fact, one other old-timer within the area. I take advantage of it for all of my very own video internet hosting for The LAB. A lot of the public movies are documentaries, animations, brief movies, or different larger high quality content material.

Greatest Practices For On-line Companies

Once you’re operating a web based enterprise and/or a weblog, you then’re clearly going to be utilizing the massive tech corporations. It merely is not practical to disregard Google, Fb or Twitter should you’re in that scenario.

I feel the massive factor is just to not have your enterprise be fully dependent. A number of concepts could be:

  • Use domain-based electronic mail and run it by means of an unbiased service akin to FastMail. I personally wouldn’t use Google, however that’s your alternative.
  • Bear in mind, your electronic mail checklist is a neighborhood that can’t be taken away and can’t be banned. These sorts of concerns are seemingly not relevant to most of us, however I’ve handled some people who find themselves discussing issues the place the concept of censorship is actual.  Mailchimp, the truth is, not too long ago got here out and began banning accounts. This can be a danger of getting your electronic mail checklist hosted on an exterior service. So, maybe an possibility is to make use of one thing like FluentCRM to host your checklist in-house. See my article on operating your electronic mail checklist from inside WordPress.
  • Have a self-hosted weblog. Yep, no shock right here. However, should you’re reliant on an out of doors service like Youtube, you might be reliant. By yourself weblog, that is your’s. Now, for embedded video content material, it is best to again up your movies and maybe cross-post to different suppliers so you are not reliant solely on anybody service.
  • Do not give attention to follower counts on the massive socials like Fb and Twitter. These follower counts are silly vainness metrics anyway. Plus, the extra you construct these networks into the core of your enterprise, the extra reliant you might be. I feel it is a nice sector to “be in all places”, distribute evenly, along with your electronic mail checklist because the core of your viewers.
  • If you happen to run a neighborhood, convey it in-house and do not use one thing like Fb Teams.
  • If you happen to use paid visitors, by all means… use Google and Fb. They’re clearly the massive gamers at present. However, do not ignore different choices akin to Bing, Pinterest, LinkedIn. You possibly can even look into up and coming choices akin to Courageous Adverts, or watch for brand spanking new promotion alternatives on the choice social networks. The thought is to be unfold out and never have your whole income stream reliant on one advert community.

After we run blogs and on-line companies, we go the place the individuals are. And whether or not we prefer it or not, large tech is the place the individuals are for essentially the most half.

So, under no circumstances are we (but) in a position to lower them from our on-line life. However, we CAN be intentional sufficient about it to at the very least not be arrange in such a method the place your enterprise is reliant on any one among these corporations.

Additional Private Greatest Practices

Thus far, I’ve listed a bunch of options to large tech. I’ve additionally talked about some issues to remember with regards to the setup of your enterprise.

Now, let’s wrap this up with some stable practices to your personal on-line life.

  • Use domain-based electronic mail that’s your’s, doesn’t want to vary, and could be introduced with you to any electronic mail service you want to use.
  • Do not use Google or Fb to log into accounts and companies and as a substitute create an actual, unbiased login. Whereas it may be handy to make use of your Google account to log into issues, it additionally makes you way more reliant on that Google account.
  • Use a VPN in your web connection for enhanced privateness and safety. I personally use ExpressVPN.
  • As already talked about, ditch Google Chrome. Use a privacy-focused browser akin to Courageous.
  • Strongly think about using a privacy-focused search engine akin to DuckDuckGo. Why proceed to inform Google your each thought by way of that search bar?
  • Maintain native knowledge backups of something you retain on the cloud, akin to photographs. Oh, about that…
  • Do you actually wish to retailer all your loved ones recollections on an organization that depends in your private info to earn a living? Yeah, taking a look at you, Google. I do not advocate utilizing Google Pictures. I personally maintain photographs on iCloud (in addition to domestically, in fact). Apple makes their cash with {hardware} and promoting the iCloud service… and that is a unique intention than Google.

OK, let’s wrap this up…

My Closing Ideas On All This

I do not hate large tech. However, I do hate over-centralization.

This is not how the web was purported to work.

Not solely that, I feel these corporations have abused the belief positioned in them to spy on you, promote your knowledge, form your ideas by means of censorship, and stifle any opponents.

Google and Fb are, to me, the trendy day Normal Oil or AT&T. And I feel it is necessary for main antitrust motion on each and to interrupt them up. I additionally suppose the U.S. must see new legal guidelines on knowledge privateness and knowledge possession.

Proper now, I feel there may be an over-cozy relationship between some in authorities and these corporations. This – mixed with the velocity of their progress – has allowed them to get into this place.

It is not wholesome for competitors, for freedom of expression.. or actually something.

The approaching transfer to decentralized know-how will finally de-fang loads of this. I do count on antitrust laws to make a dent as properly.

Within the meantime, although, every of us can do one thing about not placing ourselves right into a place of reliance. And to pay attention to the character of the problem.

And it’s with that in thoughts that I wrote this text. 

In case you have any recommendations you need so as to add, put up them beneath within the feedback. 🙂

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