In his recent posts, Cal Newport outlines why our attention will benefit from individuals owing their own domains. We may need tools to help us do it, but companies will assist us from behind the scenes allowing us to build our own brands. People should be able to move their brand (and data) from one platform to another when improvements come along. This is the social internet, and it will power the economy of the future. Value online comes from those who create it. All we can do as technologists is empower others to make their art with greater efficiency.