scale is the enemy

Jeffrey Zeldman:

Along those same lines, can the IndieWeb, and products of IndieWeb thinking like Micro.blog, save us? Might they at least provide an alternative to the toxic aspects of our current social web, and restore the ownership of our data and content? And before you answer, RTFM.

On an individual and small collective basis, the IndieWeb already works. But does an IndieWeb approach scale to the general public? If it doesn’t scale yet, can we, who envision and design and build, create a new generation of tools that will help give birth to a flourishing, independent web? One that is as accessible to ordinary internet users as Twitter and Facebook and Instagram?

I think that’s the wrong question. Of course the indie web cannot scale. But that’s a feature, not a bug. Scale — as-big-as-possible, universal-not-local, something-for-everyone scale — is the enemy. It’s the biggest enemy that community and fellowship and friendship can possibly have. If it scales, I want no part of it.