"Excuse me, sir, but there seems to be a wi-fi network originating in your house with the name 'Kleinrock-Node.' Come with us please."
For example, Google has the incentive to make the web as fast as possible because they are mainly a web company, so it's in their interest to do that, while for Microsoft and Apple, the web might not be their first priority, and at times they might even try to restrict it, so it prolongs the survival of their own platforms.
In the same time, I was thinking about Facebook's Project Spartan, and how they have an incentive to create a webstore that works on all platforms, while Google's incentive is to have it work only on Chrome, or more recently to have some of their services work only on Android. In this case it would be both's Google's and Apple's incentives, to keep us as locked in as possible on their platforms, while it's Facebook's incentive to liberate us from the locked platforms.
And this is where I wanted to get. I think there will be companies that will appear in the future, that will have the incentive to make a fully decentralized P2P Internet work, and once again none of the "old" giants, whether it's Facebook, Google, or even Apple and Microsoft, will like this idea. For example, both Facebook and Google would hate the idea of a completely anonymized Internet, because that goes directly in the opposite direction from their profit incentive. But, like I said, I think there will be companies that will be able to make that work in their favor, and thrive from it as it becomes their main profit incentive to support it.