[noam87]

This is silly. Just because most people spend their time on the same handful of platforms, doesn't mean there's not plenty of traffic going to smaller websites. (In fact, in absolute terms, more traffic than ever.)

Nobody today is stopping you from hosting a forum about hobby endangered snail breeding from a Raspberry Pi in your closet if you want. I'm sure you've met people who make decent money off of niche websites -- and even giants like YouTube and Gmail have modest competition. Sure, not competition that's gonna eat their lunch, but does every business have to Take Over The World™ to be considered a success?

A few websites capturing most of the public's attention is to be expected to a certain extent: for better or worse, it's always been the case that a handful of media companies lead the conversation (that's why it's called "popular culture").

AWS increasingly monopolizing the web's hardware is something to worry about much more IMO; but so long as they don't get special treatment they can be circumvented.