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One thing I don’t like at all about Silicon Valley culture is its monomaniacal focus on Hugeness: on the very biggest companies and websites.

Living in said valley, we get bombarded with news and gossip about what Google, Facebook, Twitter, Apple, and a couple of others are doing (Yahoo and Microsoft, no longer considered “cool”, are slowly dropping off the list.) The tech press acts like the Internet is defined by the actions of these few companies. Whatever they’re doing, everybody else had better copy it, or risk irrelevance. You don’t matter unless you’ve got hundreds of millions of users and are raking in billions of dollars of advertising money.

(I imagine even Google and Facebook must feel the pressure to copy Google and Facebook! Why else do they keep trying so hard to break into each others’ markets?)

Part of Silicon Valley culture is the assumption that the destiny of every company or website is to become huge or to fail: those are the only two options. Global reach, with tens or hundreds of millions of users, is the only definition of success. Venture capitalists are known to base their gambles upon the idea that the profits from one one breakaway hit will pay for the losses from twenty flops. The breakaway hits are what they’re after; a modest but sustainably profitable company is not.

There are structural reasons for this attitude. The lack of barriers to competition on the web means no longer do you just have your neighbors to compete with. You have to compete with everyone in the world. That means that if company X offers something even 1% better than its competition, it can rapidly become a global near-monopoly. And so many web-based activities have network effects — sites like LinkedIn, eBay, etc. become more useful the more other people are using them, so success tends to snowball.

I feel this attitude misses something important. It misses what made the web so interesting in the first place. Think back to 1995 (if you’ve been on the internet that long). What was so exciting about the emerging medium? What was it that pulled you in for the first time?