When Sergey Brin and Larry Page came up with the concept of PageRank in their seminal paper The Anatomy of a Large-Scale Hypertextual Web Search Engine ( http://infolab.stanford.edu/pub/papers/google.pdf ) (Sergey Brin and Lawrence Page, Stanford University, 1998) they profoundly changed the way we utilize the web.

Over the years, the web deteriorated to the state it is in now - a highly destructive force. Much of the damage is driven by the monetization of users and every aspect of their lives. Enterprises capture our preferences, our friends, our families, the information we consume, and the information we create. They manage and maximize for their benefit our preferences, our opinions, our purchases, and our relationships. The web can poison individual opinions, freedoms, and political and social institutions. It steals from us, addicts us, and harms us in many ways.