For years, the #fashionista #openweb conversation has been stuck in a loop of naming villains: surveillance capitalism, the #dotcons, Zuckerberg, Musk, “the algorithm.” But focusing on enemies only gets you so far. The creative question isn’t what we’re against – it’s what we’re actually building together to replace it.
That’s where the #OMN takes a useful path. Yes, the big platforms absorb resistance, repackage it, and sell it back to us, that cycle is real. But pointing it out, again and again, doesn’t break it. In fact, it can become part of the same loop – critique as content, outrage as engagement, nothing changing underneath. The issue isn’t just that the #dotcons are powerful. It’s that we keep rebuilding their patterns, even when we think we’re doing something different.
This is why the #OMN isn’t framed as a protest, a brand, or a “better platform.” It’s a collective path to build alternatives that don’t reproduce the same failures. Not through ideology alone, but through structure. The #4opens – open code, open data, open standards, open process – aren’t slogans here, they’re foundations. They’re how we walk paths that can be shared, checked, and reshaped collectively, rather than captured and enclosed.
The same goes for governance, the #OGB isn’t about replacing one centre of power with another, it’s about making sure power doesn’t quietly re-centralise through habit, personality, and convenience. If we don’t actively design for that, we drift straight back into the same patterns, and that drift is the problem.
People don’t arrive in the #openweb as blank slates. We’ve all been shaped by the systems we’re trying to move beyond. The habits of control, gatekeeping, branding, and individual positioning – what we call #stupidindividualism – come with us. If we don’t consciously challenge that, we just recreate the #dotcons in smaller, messier forms.
So the focus has to shift, from only critique to construction, balancing individuals to collectives and from blinded platforms to open processes. That means starting with the human network – trust, collaboration, shared purpose – and letting the technology grow out of that. Not the other way around.
It also means accepting that this work isn’t neat or fast. There’s no clean break, no single “killer app,” no moment where the old control simply disappears. What we have instead is a composting process: breaking down what doesn’t work, reusing what does, and slowly growing something more resilient.
That’s the revolt, not a personal mission, not a branded alternative, but a collective shift in how we build and relate. If we get that right, the #dotcons stop being the centre of the story, not because they were defeated, but because we’ve made them less relevant.
And that’s something they can’t easily absorb.
