We're heading Straight for AOL 2.0 ...I believe that Bill Gates predicted this about 20 years ago, and everyone made fun of him for supposedly not understanding the internet.
Imagine an internet where every other protocol except for the most closely related to ‘plumbing’ ones (TCP/IP/UDP/DNS) are no longer open but closed. That may sound far-fetched but even though the number of RFCs is still growing the last RFC with an article in the wikipedia list of rfcs is the iCalendar Specification (RFC 5545) and it dates from 2009. Since then there has been a lot of movement on the web application front but none of those has resulted in an open protocol for more than one vendor (or open source projects) to implement. One explanation is that we now have all the protocols that we need, another is that more and more protocols are layered on top of HTTP in a much more proprietary manner.
I am amazed that companies spend advertising money asking me to Like them on Facebook. No thanks. It only makes me think that they are too incompetent to make their own web site.
A lot of companies do have terrible web sites.
Meanwhile, AOL has some useful services. I never used AOL 1.0, but I use the current AOL more than Facebook.