True. It appears everything in the world of software moves in cycles. I hope we're approaching the bottom part of the openness cycle with things like these social web silos, "only apps we like" app stores, secure booting, so forth. The question is, what will be the next big thing after these, and how we can prepare for it?
(well, it is also relevant to wonder about the timeline. The relatively open PC era after closed mainframes lasted about twenty years.)
Once everyone is on a single service that all looks the same, individual websites will become the "cool" thing again.