I’ve rebuilt my personal website more times than I can count. The tools and platforms change; the principle doesn’t: I own my content, and nobody gets to take it away. I have a Substack, but it’s a digest, a syndication channel. The canonical content lives on my site, on my domain. My website can’t be enshittified by anyone but me.

Henry Desroches makes the case through Ivan Illich’s Tools for Conviviality:

In his book Tools For Conviviality, technology philosopher and social critic Ivan Illich identifies these two critical moments, the optimistic arrival & the deadening industrialization, as watersheds of technological advent. Tools are first created to enhance our capacities to spend our energy more freely and in turn spend our days more freely, but as their industrialization increases, their manipulation & usurpation of society increases in tow.

Illich also describes the concept of radical monopoly, which is that point where a technological tool is so dominant that people are excluded from society unless they become its users. We saw this with the automobile, we saw it with the internet, and we even see it with social media.

That’s social media in one paragraph. You don’t join Instagram because you want to; you join because opting out means opting out of the conversation. Desroches argues personal websites are the answer:

Hand-coded, syndicated, and above all personal websites are exemplary: They let users of the internet to be autonomous, experiment, have ownership, learn, share, find god, find love, find purpose. Bespoke, endlessly tweaked, eternally redesigned, built-in-public, surprising UI and delightful UX. The personal website is a staunch undying answer to everything the corporate and industrial web has taken from us.

The practical argument is strong enough on its own. Own your content. Own your platform. Syndicate outward. The moment you frame it as reclaiming the soul of the internet, you lose the people who most need to hear the boring version: just put your stuff on a domain you control.